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)

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)

ABSTRACTThis essay introduces paternalism—a concept widely discussed in political philosophy and applied ethics—into media ethics, given that the concept is frequently mentioned but rarely explicated. The purpose of the essay is to defend paternalism as a normatively positive concept. The essay defines paternalism, outlines normative objections to paternalism grounded in autonomy and rationality, and applies the concept of paternalism to journalism. Theoretical connections to virtue ethics and implications for the practice of journalism are also discussed.

Since the early 20th century, advocates of public relations professionalism have mandated that practitioners serve the public interest making it an ethical standard for evaluating the morality of public relations practice. However, the field has devoted little research to determining just what it means for practitioners to serve the public interest. Most research suggests practice-oriented solutions. This article focuses what practitioners must do to serve the public interest. It reviews theories of the social contract and the public interest to identify (...) an approach to serving the public interest that will help practitioners reconcile moral obligations to themselves, their client organizations, and the public. It concludes that combining superior individual interests with John Dewey's public philosophy will contribute to the moral development and improvement of practitioners and the public. (shrink)