Through the case study exercises in class I learnt that our value systems influenced our decisions more often than not. Applying some theories could help with making ethical decisions. These could either be application of the cognitive theory that looks at right and wrong then making a decision or just adopting codes of ethics outlined by the different bodies. However some argue that making these decisions can be much more complicated.
“One of the most difficult things for practitioners is reconciling the sometimes conflicting loyalties and duties that they have.” [1] They have to assess their duty to themselves, duty to client or organization, duty to profession or duty to society. Additionally, PR practitioners have to also contend with legal implications and being social responsible.
Now the dilemma how do they resolve these conflicts?
Public relation practitioners have to apply aspects of the decision making process that would help them make sound choices.[2] These include external guides such as the law and companies and or industry codes. Another model is Parson (2004:21) which involves five criteria such as veracity (tell the truth), non-malfeasance (do no harm), beneficence (do good), confidentiality (respect privacy) and fairness (to be fair and socially responsible). Whatever the choice of theory, practicing good ethics will only contribute positively to the profession.
[1] Tench, Yeomans. Exploring Public Relations Prentice Hall 2006 pg. 297
[2] Ibid pg.300
“One of the most difficult things for practitioners is reconciling the sometimes conflicting loyalties and duties that they have.” [1] They have to assess their duty to themselves, duty to client or organization, duty to profession or duty to society. Additionally, PR practitioners have to also contend with legal implications and being social responsible.
Now the dilemma how do they resolve these conflicts?
Public relation practitioners have to apply aspects of the decision making process that would help them make sound choices.[2] These include external guides such as the law and companies and or industry codes. Another model is Parson (2004:21) which involves five criteria such as veracity (tell the truth), non-malfeasance (do no harm), beneficence (do good), confidentiality (respect privacy) and fairness (to be fair and socially responsible). Whatever the choice of theory, practicing good ethics will only contribute positively to the profession.
[1] Tench, Yeomans. Exploring Public Relations Prentice Hall 2006 pg. 297
[2] Ibid pg.300
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