Reaching Ethical Maturity in Public Relations Practice
Ethical development in public relations through different models, such as press agentry, public information, and two-way asymmetrical. Discusses ethical advantages and disadvantages, application of ethical codes, and the importance of diverse perspectives for ethical growth.
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Presentation Transcript
Reaching Ethical Maturity: The Ethical Development of Public Relations Practice Module Two | Lesson Two
Lesson Two | Principles Lesson Overview Ethical development in public relations Public relations models: Press agentry/publicity Public information Two-way asymmetrical Two-way symmetrical TARES Pillars of public relations ethics
Lesson Two | Principles Ethical Progression of Moral Obligations Themselves Clients Organizations/employers Profession/colleagues Society
Lesson Two | Principles Press Agentry Model Publicity Focus on self-interest Teleology orientation Outcome more important than the process
Lesson Two | Principles Discussion Question Explain how the press agentry model exemplifies a teleological approach. What are the ethical advantages/ disadvantages of this practice of public relations?
Lesson Two | Principles Public Information Model Journalist in residence Focus on truthful and accurate information Deontology orientation Professional codes of ethics guide behavior
Lesson Two | Principles Discussion Question How does the application of the PRSA code of ethics represent a deontological approach in the public information model of public relations?
Lesson Two | Principles Two-Way Asymmetrical Model Persuasive communication Feedback loop offers an other ethical perspective Teleology orientation Risks/Benefits assessment to maximize benefit and minimize harm
Lesson Two | Principles Discussion Question How does the two-way asymmetrical public relations model offer an other perspective absent from the two lesser models? Why is this perspective important to ethical development?
Lesson Two | Principles Two-Way Symmetrical Model Mutually beneficial relationships Dialogue is central Deontology orientation Kant s universal law Habermas theory of ethical discourse Broader societal focus
Lesson Two | Principles Discussion Question How does Habermas theory of ethical discourse support the ethical practice of two-way symmetrical public relations?
Lesson Two | Principles Five Pillars of Public Relations Ethics 1. Veracity to tell the truth 2. Non-maleficence to do no harm 3. Beneficence to do good 4. Confidentiality to respect privacy 5. Fairness to be fair and socially responsible
Lesson Two | Principles Discussion Question How might the pillars of ethical public relations guide the ethical behavior of public relations professionals?
