Public relations helps an organisation and its publics adapt mutually to each other. However, this does not mean that the profession is value neutral or anything goes. There will be cases where professionals have to make discretionary ethical decisions and negotiate their roles and responsibilities, especially when faced with novel or difficult issues. In this conceptual paper, we describe how the notion of professional role morality not only shapes the individual struggles that practitioners endure but also highlights the organisational structures (...) that foster or shun ethics in the decision-making process. Thus we provide a means of assessing professional action that balances the urge to become a hired gun who simply abdicates personal responsibility and completely adopts the employer’s moral viewpoint on the one hand, and moral torpedoes who rely exclusively on their personal views without any concern for wider implications on the other. Investigating role morality as played out in public relations is important because it may explain why practitioners often find themselves at odds with their best moral judgments. Here we present five fictionalised narratives to illustrate the conceptual issues and highlight the most significant moral distinctions that have practical consequences for both the theory and practice of public relations. (shrink)

Fictional literature has been used as a pedagogical tool to elevate student awareness and moral reasoning, ultimately helping them to develop sound decision-making skills when they are confronted with ethical situations. However, the use of fiction for teaching ethics is still uncommon, leaving considerable potential for advancement. This particular study develops theoretical guidelines for using fictional stories with ethical content as a suitable method for teaching ethics. The FSEC guidelines include a working definition and 5 supporting principles that collectively differentiate (...) FSECs from other forms of fiction that can be used for teaching ethics. (shrink)

This paper argues that the MBA, probably the most successful academic program of the last 50 years, negatively affects the theory and practice of management with regard to ethics through its pedagogy, structure, and its underlying epistemic assumptions. In particular I seek to demonstrate how the syllabus, the pedagogy and the epistemological assumptions of MBA programs together make managers/leaders unable and unwilling to deal with ethics. I also argue that while the what and the how play a very important role, (...) it was only the emergence of a radical philosophical underpinning that has put management education on a negative trajectory. The paper thus examines MBA education from a meta-level perspective, connecting the pedagogical model with epistemological beliefs. (shrink)