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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