Ethics

Thank you to PRSA Houston Ethics Chairwoman Emily Oberton for contributing to the live discussion of this topic during Dr. Lan Ni's PR Theory course at UH.

The readings discussed was -- Bowen, S. A. (2004). Expansion of ethics as the tenth generic principle of public relations excellence: A Kantian theory and model for managing ethical issues. Journal of Public Relations Research, 16, 65-92

-and-

Kruckeberg, D. (1993). Universal ethics code: Both possible and feasible. Public Relations Review, 19, 21-31.


Some integrated thoughts on PRSA perspective and the article:

One approach to PRSA members in addressing ethical dilemmas:
1. Define the specific ethical issue/conflict.

2. Identify internal/external factors (e.g., legal, political, social, economic) that may influence the decision.

3. Identify key values.

4. Identify the parties who will be affected by the decision and define the public relations professional’s obligation to each.

5. Select ethical principles to guide the decision-making process.

6. Make a decision and justify it.

I did agree with Bowen's reference to Kohlberg's contention that "ethical reasoning is a learned skill, and that using this skill brings satisfaction to the ethical decision maker" (p. 69).

The values that I professionally adhere to are those of PRSA, which I believe has universal application.

The core values of PRSA members and, more broadly, of the public relations profession. These values provide the foundation for the Member Code of Ethics and set the industry standard for the professional practice of public relations. These values are the fundamental beliefs that guide our behaviors and decision-making process. We believe our professional values are vital to the integrity of the profession as a whole.

ADVOCACY
We serve the public interest by acting as responsible advocates for those we represent. We provide a voice in the marketplace of ideas, facts, and viewpoints to aid informed public debate.

HONESTY
We adhere to the highest standards of accuracy and truth in advancing the interests of those we represent and in communicating with the public.

EXPERTISE
We acquire and responsibly use specialized knowledge and experience. We advance the profession through continued professional development, research, and education. We build mutual understanding, credibility, and relationships among a wide array of institutions and audiences.

INDEPENDENCE
We provide objective counsel to those we represent. We are accountable for our actions.

LOYALTY
We are faithful to those we represent, while honoring our obligation to serve the public interest.

FAIRNESS
We deal fairly with clients, employers, competitors, peers, vendors, the media, and the general public. We respect all opinions and support the right of free expression.

*****
If medicine can have global practices with common ground, then so can public relations, in my opinion