Ethics in Public Relations have emerged to one of the key topics in PR theory and research over the last decades. This is on the one hand due to the growing professionalization and institutionalization of PR, on the other hand stories of PR practitioners violating existing moral conceptions by deliberately lying to the public have been all over the media and confirmed the bad public reputation of PR as a manipulating, untrustworthy industry. Many sources even refer to the term „public relations ethics“ as an oxymoron (Parsons, 2004, p.4; Seib&Fitzpatrick, 1995, p.1), meaning that it cannot exist because of the nature of PR as a deliberately manipulating practice. Hence setting up certain ethical rules and codes of conduct should improve this public image and provide guidelines to practitioners. Thus the main question raised in this essay is: What is the purpose of professional codes of conduct? And how effective are they?
Table of Contents
- Introduction
- Ethical Dilemmas in Public Relations
- Professional Codes of Conduct
- Enforcement and Effectiveness of Codes
- Awareness and Knowledge of Codes
Objectives and Key Themes
This essay aims to examine the purpose and effectiveness of professional codes of conduct in public relations. It explores the ethical challenges faced by PR practitioners, analyzes various codes of conduct, and assesses their impact on professional practice and public perception.
- Ethical dilemmas in public relations
- The role and purpose of professional codes of conduct
- Enforcement mechanisms and limitations of codes
- Awareness and understanding of ethical codes among practitioners
- The impact of codes on the professionalization of public relations
Chapter Summaries
Introduction: This introductory section establishes the central research question: What is the purpose of professional codes of conduct in PR, and how effective are they? It highlights the growing importance of ethics in PR due to professionalization and negative media portrayals, framing codes as a means to improve the public image of the profession. The inherent conflict between serving the public interest and the client's interest is introduced as a key ethical challenge.
Ethical Dilemmas in Public Relations: This section delves into the ethical complexities faced by PR practitioners. It explains the tension between utilitarian ethics (serving the organization) and ethics of responsibility (serving communication partners). The influence of personal values, professional standards, and the potential for contradictory interests (e.g., highlighting certain product aspects while omitting others) are discussed. This section lays the groundwork for the need for professional codes to navigate these complexities.
Professional Codes of Conduct: This section explores the development and content of various professional codes of conduct, emphasizing their role in bolstering the perception of PR as a profession. It highlights the significance of codes in establishing clear standards of right and wrong, particularly in a field like PR where formal regulations are limited due to free speech protections. The essay discusses the evolution of codes, from the general Code of Athens to the more specific Code of Lisbon and the PRSA's Code of Professional Standards, detailing their strengths and weaknesses.
Enforcement and Effectiveness of Codes: This section critically examines the enforcement mechanisms and limitations of professional codes. It points out the limited authority of professional organizations to enforce codes, affecting only their members (a small percentage of practitioners). The relatively lenient punishments for violating codes (ranging from admonishment to expulsion) are discussed, contrasting the situation with professions like law and medicine that have stronger regulatory power. The case of Moritz Hunzinger in Germany is used as a compelling example of the limited impact of admonishments.
Awareness and Knowledge of Codes: This section addresses the issue of low awareness among PR practitioners regarding the existence and content of professional codes. It cites studies showing a significant percentage of practitioners unfamiliar with or possessing only superficial knowledge of prominent codes. This lack of awareness is presented as a major obstacle to the effectiveness of codes, even if they were more robustly enforced. The section also explores the disparity between the desire for regulation and the actual awareness of existing codes, underscoring the need for greater dissemination and education.
Keywords
Public relations ethics, professional codes of conduct, ethical dilemmas, professionalization, enforcement, awareness, PRSA, Code of Athens, Code of Lisbon, public interest, client interest, media relations, transparency, accountability.
Frequently Asked Questions: A Comprehensive Language Preview on Professional Codes of Conduct in Public Relations
What is the main focus of this language preview?
This preview provides a comprehensive overview of a text examining the purpose and effectiveness of professional codes of conduct in public relations. It covers the ethical challenges faced by PR practitioners, analyzes various codes of conduct, and assesses their impact on professional practice and public perception.
What topics are covered in the preview?
The preview includes the title, table of contents, objectives and key themes, chapter summaries, and keywords. The main topics covered are ethical dilemmas in public relations, the role and purpose of professional codes of conduct, enforcement mechanisms and limitations of codes, awareness and understanding of ethical codes among practitioners, and the impact of codes on the professionalization of public relations.
What are the key themes explored in the text?
Key themes include the tension between serving the public interest and client interests, the effectiveness of enforcement mechanisms for professional codes, the level of awareness and understanding of ethical codes among PR practitioners, and the role of codes in professionalizing the field of public relations.
What ethical dilemmas are discussed?
The text discusses the tension between utilitarian ethics (serving the organization) and ethics of responsibility (serving communication partners). It also explores the influence of personal values, professional standards, and the potential for contradictory interests (e.g., highlighting certain product aspects while omitting others).
What professional codes of conduct are mentioned?
The preview mentions the Code of Athens and the Code of Lisbon as examples, along with the PRSA's Code of Professional Standards. The text likely analyzes these codes in detail, highlighting their strengths and weaknesses.
How effective are the enforcement mechanisms of professional codes?
The preview suggests that enforcement mechanisms are limited, with professional organizations having limited authority and relatively lenient punishments for violations. The text likely explores the reasons for this and contrasts it with professions having stronger regulatory power.
What is the level of awareness of professional codes among PR practitioners?
The preview indicates that awareness of professional codes is low among PR practitioners. Studies showing a significant percentage of practitioners unfamiliar with or possessing only superficial knowledge of prominent codes are cited.
What is the overall impact of professional codes on the field of public relations?
The text likely assesses the overall impact of professional codes on the professionalization of public relations, considering both their strengths and limitations in shaping ethical practice and public perception.
What are the keywords associated with this text?
Keywords include public relations ethics, professional codes of conduct, ethical dilemmas, professionalization, enforcement, awareness, PRSA, Code of Athens, Code of Lisbon, public interest, client interest, media relations, transparency, and accountability.
- Quote paper
- Marlena Bräu (Author), 2010, Ethics in Public Relations, Munich, GRIN Verlag, https://www.grin.com/document/213047
