The longstanding debates aver how to enforce codes of ethics reflect a serious flaw in understanding the nature of ?accountability.?; Fuzziness aver that basic notion has allowed the quantity of codes to expand, without any improvement in their quality or in media behavior. The essay maintains that we repeat the same arguments today that moralistic journalists did in the 1920s, because we lack intellectual precision aver such issues as internal vis a vis external controls, ethics vis a vis First Amendment (...) freedoms, and different forms and degrees of accountability to government, to fellow professionals, and to the general public. Self?imposed media codes?with enforcement provisions?and thorough analysis of social ethics are recommended. (shrink)

A review of the PRSA Code of Professional Standards reveals that despite the messianic strains of its originators, the code has become in part a public relations device to allow claims of adherence to virtue and in part a matter of constraining free competition. The author maintains that to date the code has not even helped the public relations of public relations. ?Responsibility to the public?; remains undefinable, but trust in individual ethical judgment becomes problematic when there is no common (...) sense of what such responsibility entails. An effective public relations code must include not only pious sentiments, but painful penalties. What is needed are more ?'public relations watchers,?; monitoring the publicity and communication channels and blowing whistles when necessary. News media and trade journals should expose and bring shame to bear on unscrupulous PR practitioners, the essay concludes. In addition, two deeper types of changes are suggested. First, clear distinctions must be made between what is public and what is private information, so the tendency to deceive will be decreased. Second, PR people should return to a different understanding of the word ?truth?; than is common in contemporary culture, and rely upon objective truth and honest service rather than pandering to public opinion. (shrink)

The public interest statement contained in the PRSA Code of Professional Standards is unduly vague and provides neither a working definition of public interest nor any guidance for the performance of what most professions consider to be a primary value. This paper addresses the question of what might constitute public relations service in the public interest, and calls for more stringent guidelines to be developed whereby the profession may advance its service goals more clearly.