Ethics and Public

Relations

Fran Nathan
NM2219
Feb 4 2008

Tuesday, February 2, 2010 1

 Today’s objectives

• To define ethics
• To understand the importance of
ethics in PR practice.
• To apply ethical decision-making.

Tuesday, February 2, 2010 2

 Today’s focus

• Ethics: Definition & theories

• Applied ethics (in PR): Why is it important?
- Professionalism: duty, social responsibility
- Ethical codes
• Ethical Decisions

Tuesday, February 2, 2010 3

 Understanding Ethics

• From Greek = habits

• Ethics = habits: individuals/ groups of
individuals
• Behaviours repeated over time habits
• Codes are formed

Tuesday, February 2, 2010 4

 Define ethics
• “Liberal arts discipline that appraises voluntary
human conduct insofar as it can be judged right or
wrong in reference to determinative principles”
• the system or code of morals of a particular
person, religion, group, profession, etc.
• the study of standards of conduct and moral
judgment; moral philosophy
• In modern society, ethics define how individuals,
professionals, and corporations choose to interact
with one another.

Tuesday, February 2, 2010 5

 Ethics vs law

• Ethical ≠ Legal
• Ethics is middle ground between tight
enforcement and unlimited freedom.
• Penalties - conscience and social
disapproval

Tuesday, February 2, 2010 6

 Ethical dilemmas
How is an ethical dilemma different from a problem?
• Dilemmas: Difficult situations with no obvious,
clear-cut answer. Could have two or more
competing solutions.
• Quandary in which important values clash and
potential solutions will cause pain.
• Lacks a good, painless solution
Tuesday, February 2, 2010 7
 The Heinz dilemma
Mr. Heinz is ordinarily a law-abiding man. One day, his
wife becomes gravely ill. Heinz takes her to the
doctor, who prescribes a drug for her. She does quite
well on this medicine and begins to recover.
However, Heinz has no insurance and runs out of
money quickly paying for this expensive new drug.
After a few months, he can no longer buy the medicine
and his wife takes a turn for the worse.
One day, he is in the pharmacy and notices that no one
is behind the counter. The medicine is in plain view…

Q: Should he steal the medicine to help his sick wife?

Tuesday, February 2, 2010 8
 Motive vs consequence

An important indicator of moral development is the

recognition that motive, not consequence, is a critical
determinant of an act’s ethicality
• Teleology: Assess outcome of act
• Deontology: Focus on duty (doing the ‘right’
thing)

Tuesday, February 2, 2010 9

 Quick question & poll
• NUS SMS poll:
• Phone number: 9002 8065 (add this number as a
contact, e.g., “NUS SMS” )
• To respond to a poll question, type: NUS <code>
<your answer>
• Example: NUS cnm2219a 2
• IMPORTANT: please note the two spaces in the
above response

Tuesday, February 2, 2010 10

 Professionalism

Page 149-152
• Professional Ethics
• Imperative of Trust*
• Professional privilege
• Social Responsibility*

Tuesday, February 2, 2010 11

 Professional-client relations

Tuesday, February 2, 2010 12

 Additional notes

• The next 10 slides are for your own reading

and thinking
• Key summary points: Professionalism, Ethical
codes and why is ethics important in PR?

Tuesday, February 2, 2010 13

 Indicators of professionalism
See pages 144-159
1. Specialized education
2. Research & theory-based knowledge
3. Accountability
4. Public recognition
5. Codes of ethics & standards of
performance

Tuesday, February 2, 2010 14

 Codes of ethics
• Formal, written guides to professional conduct that
provides a framework for understanding the
obligations of people working within a profession,
organization, or dept.
• Spells out behaviors that are encouraged or
discouraged
• Is it merely cosmetic? Can you enforce the code?
• Legality vs. ethicality?
• Does it help to develop more moral/ethical
professionals?
Tuesday, February 2, 2010 15
 Codes of Ethics for PR
• International codes (see next slide)
• Professional codes: Rules governing the conduct
of the members of a profession.

• Organisational codes: Written code of ethics.

How employees should behave when performing
their jobs.

• Personal codes/societal codes - could be

personal, spiritual or religious codes

Tuesday, February 2, 2010 16

 International codes
• Universal PR Code of Athens: Passed during the IPRA
General Assembly (in Athens)1965. Modified1968.
• Global Alliance for Public Relations and
Communication Management (also see pg 138-144)
• Five key values:
• Advocacy
• Honesty
• Integrity
• Expertise
• Loyalty
Tuesday, February 2, 2010 17
 Codes of Ethics for PR
• Professional organisations with ethical codes:
• Institute of Public Relations Singapore* 1970
• International Association of Business
Communicators 1970
• International Public Relations Association (IPRA)
1955
• Public Relations Society of America 1948
• Canadian Public Relations Society 1948
• Institute of Public Relations UK 1948
Tuesday, February 2, 2010 18
 Uses of Codes
1. First line of defense against unethical actions
2. Articulation of group values
3. Reference point & sounding board to test options
4. Moral development within the profession
5. Educate new people who join the profession
6. Narrow the problematic areas
7. Force reflection/discussion about values & roles
8. Minimize need for governmental regulations
9. Cite code as justification for saying “no”
10. Establish expectations of professional character
Tuesday, February 2, 2010 19
 Codes of ethics for PR
Weaknesses:
- Cosmetic: Enforcement infrequent & uneven.
- Many PR practitioners are not members of
organisations with ethics codes.
- No reward for adherence.

NB: Practitioners are ethical because they want to be,

not because they have to be.

Tuesday, February 2, 2010 20

 Importance of Ethics in PR
Economic perspective:
• Ethical nature of an action influences public
perception.
• This strengthens the organisation’s brand
• Public perception influences:
• Revenues & profitability.
• The very existence of the organisation
Tuesday, February 2, 2010 21
 Importance of Ethics in PR

• Human/ Professional perspective:

• Credibility - Respectability & professionalism
of PR also increases.
• Effectiveness & efficiency of PR efforts
• Helps to attract, motivate & retain employees

Tuesday, February 2, 2010 22

 Challenges to ethical behaviour

• Lack of competence/Overwork
• Conflict of interest
• Confusion about what is ethical vs what is
legal
• Ignorance of cross-cultural ethics
• Short-term thinking
Tuesday, February 2, 2010 23
 Ethics and PR Models

Which PR model is the most ethical?

1. Press agentry/Publicity
2. Public information
3. Two-way asymmetric
4. Two-way symmetric

Tuesday, February 2, 2010 24

 Making ethical decisions

Practitioners should make decisions

• In the public interest
• In the employer’s/client interest
• In accordance with code of ethics
• That satisfy their personal values

Tuesday, February 2, 2010 25

 Models of ethical decision-making

• Knowledge & understanding of context

• Critical analysis & consideration of ethical
alternatives
• Decision based on alternatives

Tuesday, February 2, 2010 26

 What’s needed?

• A tool, or procedure to help evaluate the

dilemma, resolve the conflict, and make a
decision that leads to a responsible action.

Tuesday, February 2, 2010 27

 Decision-making tools

Tuesday, February 2, 2010 28

 Decision-making tools

1. Potter Box*: Definition,Values, Principles, Loyalties

2. SAD Formula: Situation Definition, Analysis,
Decision
3. Bok’s 3-Step Model: Consult conscience, public,
experts
4. TARES: Truth, Authenticity, Respect, Equity, Social
Responsibility

Tuesday, February 2, 2010 29

 Potter Box

Definition (situation) Values

Principles Loyalties

Tuesday, February 2, 2010 30

 Values
Values that are important to you and
your profession:
• Truth - honesty, integrity, keeping
your word
• Justice or Fairness
• Freedom/Privacy
• Tolerance/Respect for others
• Responsibility
• Respect for life
Tuesday, February 2, 2010 31
 Key ethical principles
Main principles for applied ethics in PR:
• Aristotle’s Golden Mean - Moral virtue is the
appropriate location bt. two extremes.
• Kant’s Categorical Imperative - Act on the
maxim that you want as a universal law
• Mill’s Principle of Utility - Greatest happiness
for greatest number.
• Golden Rule - Treat others as you would like
to be treated.

Tuesday, February 2, 2010 32

 Loyalties
Duty to:
• Self
• Clients/financial supporters
• Your organisation
• Your professional colleagues
• Society - general or various segments

Tuesday, February 2, 2010 33

 Scenario
•You are a PR executive for a non-profit organisation
that provides information for Aids victims.

•There is a treatment that is dangerous but effective

•The treatment is illegal in your country - but legal in
a neighbouring country.

•You have to decide whether to create ads to inform

Aids victims of the option of this treatment in the
neighbouring country.
Tuesday, February 2, 2010 34
 Scenario: Drug info
Situation: Values:
Give info on illegal, •Responsibility
dangerous treatment •Fairness
that could save lives
•Freedom
•Respect for life/others
Principles: Loyalties:
•Kant •Self
•Golden Mean •Clients
•Org
•Golden Rule •Govt
•Financial supporters
Tuesday, February 2, 2010 35
 BREAK

Tuesday, February 2, 2010 36

 Given scenario
• As Raydon’s PR executive, you are asked to write promo
material to sell Renew, a new headache pill. If successful, the
drug will save the co. & 10,000 jobs (including yours!).

• Drug trials: 80% get faster relief; 20% become seriously ill.

• Boss: “Write a press release. Don’t write about the negative

reactions. Just the good stuff. We’re counting on you!”

What should you do?

Tuesday, February 2, 2010 37

 Thinking in the Box

Definition/situation Values

Principles Loyalties

Tuesday, February 2, 2010 38

 Discussion

Tuesday, February 2, 2010 39

 Thank You!

Tuesday, February 2, 2010 40