A longstanding debate exists in both academic literature and popular culture about whether non-informative marketing tactics are manipulative. However, given that we tend to believe that some marketing tactics are manipulative and some are not, the question that marketers, their critics, and consumers need to ask themselves is that of how to actually determine whether any particular marketing tactic is manipulative and whether a given manipulative tactic is, in fact, immoral. This article proposes to operationalize criteria that can be used (...) by marketers for making such determinations and attempts to provide some clarification toward our under- standing of the concept of manipulation and the conditions for the moral acceptability of manipulative marketing practices. It argues that a marketing tactic is manipulative if it is intended to motivate by undermining what the marketer believes is his/her audience’s normal decision-making process either by deception or by playing on a vulnerability that the marketer believes exists in his/her audience’s normal decision-making process. Such a tactic is morally objectionable on several grounds, which make it morally impermissible unless outweighed by sufficient “redemptive” moral considerations. (shrink)

To move from the realm of good intent to verifiable practice, ethics needs to be approached in the same way as any other desired outcome of the public relations process: that is, operationalized and evaluated at each stage of a public relations campaign. A pyramid model - the "ethics pyramid" - is useful for incorporating ethical reflection and evaluation processes into the standard structure of a typical public relations plan. Practitioners can use it to integrate and manage ethical intent, means, (...) and ends, by setting ethics objectives, considering the ethics of each campaign tactic, and reporting whether ethical outcomes have been attained. (shrink)

This study evaluates the ethical criteria lobbyists consider in their professional activities using Ruth Edgett's model for ethically desirable public relations advocacy. Data were collected from self-administered surveys of 222 registered lobbyists in Oregon. A factor analysis reduced 18 ethical criteria to seven underlying factors describing lobbyists' ethical approaches to their work. Results indicate that lobbyists consider the following factors in their day-to-day professional activities: situation, strategy, argument, procedure, nature of lobbying, priority, and accuracy. This framework, derived from Edgett's 10 (...) criteria, illustrates the importance of context while incorporating ideas from recognized ethical theories. (shrink)

Existing public relations ethics literature often proves inadequate when applied to social movement campaigns, considering the special communication challenges activists face as marginalized moral visionaries in a commercial public sphere. The communications of counter-hegemonic movements is distinct enough from corporate, nonprofit, and governmental organizations to warrant its own ethical guidelines. The unique communication guidelines most relevant to social movement organizations include promoting asymmetrical advocacy to a greater extent than is required for more powerful organizations and building flexibility into the TARES (...) principles to privilege social responsibility over respect for audience values in activist campaigns serving as ideological critique. (shrink)

Understanding the complexity of advertising ethics mandates an organizational approach to empirical research. Through the lens of Giddens's structuration theory, this ethnography examines the relationship between organizational leadership, one aspect of Schein's concept of organizational culture, and advertising ethics. Fieldwork at a full-service advertising agency and 45 one-on-one interviews were conducted regarding perceptions of organizational leadership as well as ethics in advertising. Findings suggest that characteristics of leaders, such as virtuous character, and espousing organizational values enable ethical awareness, while amoral (...) intentions for starting the advertising agency simultaneously constrain ethical awareness. A discussion regarding the dynamic relationship between organizational leadership and advertising ethics begins. (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)

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 study conducted the first empirical testing of Baker and Martinson's TARES test of ethical consideration factors for public relations practitioners. The TARES test is composed of 5 interconnected parts: truthfulness of the message, authenticity of the persuader, respect for the persuadee, equity of the appeal, and social responsibility for the common good. Results of an online exploratory survey indicate that the TARES test is better suited for a 3-factor configuration based on Day's definition of moral knowledge and that ethical (...) consideration levels differ based on age, education, gender, and political ideology. (shrink)

The Commission on Public Relations Education (CPRE) found that early-career professionals are not meeting their supervisors’ expectations in ethics knowledge. The purpose of this study was to identify what ethics competencies public relations practitioners perceive are essential and how they evaluate themselves and their colleagues regarding mastery of these competencies. The study surveyed 314 U.S. public relations and communication practitioners and revealed they perceive the most important ethics competencies to be integrity, leadership and critical thinking. Other valued competencies included a (...) personal code of ethics or values system and ability to identify ethical issues. Early-career professionals were overconfident regarding their mastery of these skills and abilities, while mid-career and senior professionals were modest in their self-assessments. Practitioners who have obtained accreditation/certifications had more confidence in their preparedness to provide ethics counsel and engaged in ethics counseling more frequently. Recommendations for enhancing personal ethics competencies are provided. (shrink)

The paper develops ethical guidelines for the development and usage of persuasive technologies (PT) that can be derived from applying discourse ethics to this type of technologies. The application of discourse ethics is of particular interest for PT, since ‘persuasion’ refers to an act of communication that might be interpreted as holding the middle between ‘manipulation’ and ‘convincing’. One can distinguish two elements of discourse ethics that prove fruitful when applied to PT: the analysis of the inherent normativity of acts (...) of communication (‘speech acts’) and the Habermasian distinction between ‘communicative’ and ‘strategic rationality’ and their broader societal interpretation. This essay investigates what consequences can be drawn if one applies these two elements of discourse ethics to PT. (shrink)

In adopting a deontological lens to assess message ethicality, this study identifies and explicates the ethical dimensions of fast food advertising through five principles of the TARES framework of persuasion ethics. In moral weight, fast food—with its high calories and low nutritional value—is negatively prejudiced. A deontological-ethical perspective, by focusing on the quality of the advertising message, shifts the focus from the product to a more measured deliberation about the moral responsibility of fast food advertisers to reposition them as moral (...) agents who are accountable for their messages. A content analysis of 380 television and print ads for fast food in Singapore shows that few ads met the TARES's expectations. Ads targeting children and teenagers are associated with lower message ethicality than ads targeting adults and the general audience, lending empirical support to the literature critical of fast food advertising's insidious approach of targeting the young. (shrink)

The public relations industry is increasingly focusing on evaluation and transparency of its activities. Despite this focus, an “evaluation” component is missing from many ethical decision-making models. Thus, this qualitative study of 22 public relations professionals asked How do public relations professionals evaluate or reflect upon ethical decisions? Five themes signaled that practitioners evaluate ethical decisions by conducting “gut checks,” asking questions, considering society, reflecting on core values, and considering the public's feedback. Findings suggest that professionals evaluate decisions on personal, (...) organizational, and societal levels. Experience in the field, age, and personal intuitions are also factors. (shrink)

Can ordinary citizens in a democracy evaluate the claims of scientific experts? While a definitive answer must be case by case, some scholars have offered sharply opposed general answers: a skeptical versus an optimistic. The article addresses this basic conflict, arguing that a satisfactory answer requires a first-order engagement in judging the claims of experts which both skeptics and optimists rule out in taking the issue to be one of second-order assessments only. Having argued that such first-order judgments are necessary, (...) it then considers how they are possible, outlining a range of practices and virtues that can inform their success and likelihood, and drawing throughout on ancient Greek insights as well as contemporary social psychology and sociology of knowledge. In conclusion the ethics of democratic judgment so developed is applied to the dramatic conviction of the members of an Italian scientific risk commission in L'Aquila. (shrink)

The growing interest in lifestyle campaigns as a means to promote public health has increased steadily during the past several decades. Governments, national health organizations, NGOs, and wealthy donors are collaborating with media professionals and academic scholars to address the pressing health issues of the 21st century. To counter the potential negative influences of hundreds of lifestyle advertising messages that media consumers are exposed to on a daily basis, health communication professionals are designing more sophisticated campaigns that blend beneficial health (...) information with various forms of entertainment media. This article discusses important ethical considerations raised by health professionals and media scholars and considers lifestyle campaigns within the context of competing ethical approaches to social change. A heuristic model is presented that facilitates a communitarian ethical approach to lifestyle campaigns, examining four important groups of stakeholders. Specific recommendations for future lifestyle campaigns based on this model are proposed. (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)

The 2017 Commission on Public Relations Education report found new professionals are not meeting employers’ expectations regarding ethics knowledge, skills and abilities. This mixed-method s...

This study examines truthfulness through eight dimensions to explicate truth in health communication and explores the relationships between message truthfulness and message attributes and audience characteristics. A content analysis of 974 television antismoking ads from the Centers for Disease Control (CDC) reveals a high degree of truthfulness. Message truthfulness is related to thematic frames, emotion appeals, source, age, social role and smoking status, and positive framing of consequences. Ads targeted at teens/youth and smokers tend to have lower message truthfulness than (...) ads targeting older age groups and non-smokers. Ads with humor and fear appeals are found to be less truthful. (shrink)

This study offers gamers’ insights to a worldwide popular loot-box game that is widely associated with gambling: FIFA. Through an ethical lens, this study looks at how gamers perceive loot-box promotions, their enduring attitudes toward the game, as well as the role of gaming addictions. A mixed-method study revealed that while gamers found loot boxes and promotions ethically questionable, gaming addiction is positively correlated with perceived ad ethicality, suggesting coping and possible cognitive dissonance.

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)

ABSTRACTThe social marketing campaign is a value-laden communicative process aiming to change individual behavior and public policy. Due to its normative nature and implications, this process has t...