ABSTRACTAdvertising and public relations executives claim the rules for ethical practices are changing. On the basis of 29 in-depth interviews with advertising and public relations executives, and an analysis guided by identity theories and moral justifications, new insights address the most pressing issues faced today, greater opportunities to behave unethically, and the lack of ethics training received. Some of the executives perceive a personal responsibility to be ethical, whereas others adopted a self-interested attitude by suggesting it’s the publishers’ or consumers’ (...) responsibility to make ethical decisions. Emerging marketing practices have increased the need for more ethics training and more sophisticated perspectives on professionalism and virtuous behavior that are also flexible enough to apply to envelope-pushing strategies. (shrink)

John Rawls's ?veil of ignorance? approach to ethical decision making is a staple in mass media ethics literature, but Rawls's overarching theory of distributive justice receives less consideration in public relations ethics than in other communication disciplines. Public relations ethicists who describe the veil often divorce it from Rawls's original intention. This paper describes Rawls's theory; its uses and misuses in contemporary discussions of public relations ethics; six reasons why the veil seems to be a difficult fit for public relations (...) practitioners; and Rawlsian considerations in the context of three commonly accepted public relations models. (shrink)

Modern converged mass media, particularly television and the World Wide Web, may be fostering a new orality in opposition to traditional alphabetical literacy. Scholars of orality and literacy maintain that oral cultures feature reduced levels of critical assessment of media messages. An analysis of Aristotle's description of ethos, as presented in that philosopher's Rhetoric, suggests that an oral culture can foster media that deliver selective truths, or even lies, thus ranking poorly in hierarchical ethical schemata such as those developed by (...) Kohlberg, Gilligan, and Baker. (shrink)

ABSTRACTThis article explores how Charles Taylor’s account of moral personhood and Luc Boltanski and Laurent Thévenot’s account of justificatory regimes can add breadth, depth, and specificity to discussions of ethical dilemmas in public relations. These frameworks are analyzed for their potential to make the following contributions to public relations ethics. First, they convey that there is more to ethics than choosing the right duties and actions. Second, they reveal the diversity of goods that people consider to be ethically worthy and (...) admirable, as well as the complex personal issues involved in ranking these goods. Third, they emphasize that these different goods often need to be articulated and evaluated in different ways. Last, they can either point toward new ways of resolving ethical dilemmas or show why such resolutions are not possible. (shrink)

Health communication researchers and practitioners continue to debate about the types of influence that are appropriate in health promotion. A widely held assumption is that health campaigns and communicators should respect the autonomy of their audiences, and that the most appropriate way to do so is to persuade them by means of truthful substantive information. This approach to ethical persuasion, though, suffers from certain blind spots. To account for circumstances when respecting autonomy might take a back seat to other ethical (...) considerations, a comprehensive framework for the ethics of health communication needs to acknowledge types of communication that aim to do something other than provide substantive information (disclosive and directive communication), and subjective circumstances when people are not motivated to process information or make active choices (low processing motivation and decision aversion). (shrink)

This article contributes to the development of a professional responsibility theory of public relations ethics. Toward that end, we examine the roles of a public relations practitioner as a professional, an institutional advocate, and the public conscience of institutions served. In the article, we review previously suggested theories of public relations ethics and propose a new theory based on the public relations professional's dual obligations to serve client organizations and the public interest.

Ralph Waldo Emerson reputedly said, "If you build a better mouse trap, the world will beat a path to your door." In this article, Emerson's actual quote is seen to infer a simple rule: quality supply attracts quantity demand. Such a rule could imply that enitre businesses related to persuasion, such as public relations, advertising, and marketing seem at best unnecessary and at worst unethical. However, Emerson's logic may not apply in modern market places driven by multiple competing images. This (...) article proposes eithical thresholds for persuasion and examines the relationship of these thresholds to public relations theory. Two case studies are analyzed in which better-mousetrap logic is applied to test the viability of these thresholds. (shrink)

As a relatively young profession, public relations seeks a realistic ethics foundation. A continuing debate in public relations has pitted journalistic/objectivity ethics against the advocacy ethics that may be more appropriate in an adversarial society. As the journalistic/objectivity influence has waned, the debate has evolved, pitting the advocacy/adversarial foundation against the two-way symmetrical model of public relations, which seeks to build consensus and holds that an organization itself, not an opposing public, sometimes may need to change to build a productive (...) relationship. A similar battle between adversarial advocacy and symmetry occurred during the emergence of rhetoric in the Athens of the 4th century B.C. Plato and Aristotle favored adversarial/advocacy rhetoric, whereas Isocrates favored a symmetrical rhetoric. Four criteria of comparison of those rhetorics are examined: success of the respective schools, success of the respective graduates, the evaluation of later Roman rhetoricians, and the impact on the future of education. History shows that Isocrates's symmetrical rhetoric clearly was more effective than its adversarial/advocacy rivals. Recent studies of the two-way symmetrical model concur, indicating that it may well be the most effective foundation for public relations ethics. (shrink)

Whereas professional persuasion is a means to an immediate and instrumental end, ethical persuasion must rest on or serve a deeper, morally based final end. Among the moral final ends of journalism, for example, are truth and freedom. There is a very real danger that advertisers and public relations practitioners will play an increasingly dysfunctional role in the communications process if means continue to be confused with ends in professional persuasive communications. Means and ends will continue to be confused unless (...) advertisers and public relations practitioners reach some level of agreement as to the moral end toward which their efforts should be directed. In this article we advance a five-part test that defines this moral end, establishes ethical boundaries that should guide persuasive practices, and serves as a set of action-guiding principles directed toward a moral consequence in professional persuasion. The TARES Test consists of five principles: Truthfulness, Authenticity, Respect, Equity and Social Responsibility. We provide checklists to guide the practitioner in moral reflection and application of TARES Test principles. (shrink)

Drawing upon contemporary virtue ethics theory, The Model of The Principled Advocate and The Pathological Partisan is introduced. Profiles are developed of diametrically opposed archetypes of public relations and advertising practitioners. The Principled Advocate represents the advocacy virtues of humility, truth, transparency, respect, care, authenticity, equity, and social responsibility. The Pathological Partisan represents the opposing vices of arrogance, deceit, secrecy, manipulation, disregard, artifice, injustice, and raw self-interest. One becomes either a Principled Advocate or a Pathological Partisan by habitually enacting or (...) embodying the virtues or vices in the context of professional practices. (shrink)