Ethics in Public Relations
Chapter 6
Public Relations:
A Values-Driven Approach
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What Are Ethics?
Ethics are beliefs about right and
wrong that guide the way we think and
act.
Ethics aren’t something we have;
they’re something we do.
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Codes of Ethics
International codes
Societal codes
Professional codes
Organizational codes
Personal codes
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The Golden Mean
Recognizing that moral absolutes can
be troublesome, Aristotle and
Confucius separately defined this as
the point of ethical balance between
two extremes.
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The Categorical Imperative
Immanuel Kant said people should
make ethical decisions as if their
chosen action would establish a
universal law—a clear principle that
would apply to everyone.
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Utilitarianism
Jeremy Bentham and John Stuart Mill
developed the philosophy that all
actions should be directed at
producing the greatest good for the
greatest number of people.
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Social Justice
John Rawls urged decision makers to
put on a “veil of ignorance” by looking
at the situation from all points of view.
In order to correct injustices, Rawls
felt that most advantages should be
given to those who are most
disadvantaged.
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Objectivity versus Advocacy
Are public relations practitioners
ethically obligated to communicate the
full truth or only the information that
benefits their client or organization?
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The Case for Selective Truth
Total objectivity is not always
practical.
Alternate views will emerge.
Practitioners are not obliged to
provide alternate views.
In an adversarial society, truth is not
as important as the obligation to the
client.
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The Case against Selective Truth
It undermines the practitioner’s ability
to counsel on ethical matters.
It undermines relationships with
internal audiences.
It runs counter to the preferred twoway symmetrical concept of public
relations.
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The Case against Selective Truth
It runs contrary to the mission of
building mutually beneficial
relationships.
It may violate the ethics codes of
PRSA and IABC.
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The Solution
By fulfilling their managerial role,
practitioners can advocate fair polices
with clear consciences.
The “objectivity versus advocacy”
debate involves a misleading either/or
question.
Building relationships can require both
approaches—and more.
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Challenges to Ethical Behavior
Dilemmas
Overwork
Legal/ethical confusion
Cross-cultural ethics
Short-term thinking
Virtual organizations
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The Rewards of Ethical Behavior
There is satisfaction in doing the right
thing.
Successful leadership is based on
strong ethics.
Ethical behavior may lead to an
organization’s financial success.
Bad ethics can lead to financial
disaster.
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Achieving Ethical Behavior
Ensure that ethical behavior starts
with top management.
Conduct periodic ethics audits.
Integrate an awareness of values and
ethics into the public relations process.
Use a system for analyzing ethical
challenges.
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Ethics Audit Questions
What is our organization’s ethics
code?
How do we communicate that code to
ourselves and to others ?
What do key publics know about our
code?
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Ethics Audit Questions
What are our ethics successes? Why?
What are our ethics failures? Why?
How can we bolster our strengths and
reduce our weaknesses?
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The Potter Box
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Define the Situation
Definition Box
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State the Different Values
Definition Box
Values Box
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State Your Principles
Definition Box
Values Box
Principles Box
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State Your Loyalties
Definition Box
Loyalties Box
Values Box
Principles Box
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