Module Two Lesson Two Lesson Two Principles Lesson Overview Ethical development in public relations Public relations models Press agentrypublicity Public information Twoway asymmetrical ID: 621956
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Reaching Ethical Maturity: The Ethical Development of Public Relations Practice
Module Two | Lesson TwoSlide2
Lesson Two | Principles
Lesson Overview
Ethical development in public relations
Public relations models:
Press agentry/publicity
Public information
Two-way asymmetrical
Two-way symmetricalTARESPillars of public relations ethicsSlide3
Lesson Two | Principles
Ethical Progression of
Moral Obligations
Themselves
Clients
Organizations/employers
Profession/colleagues
SocietySlide4
Lesson Two | Principles
Press Agentry Model
Publicity
Focus on self-interest
Teleology orientation
Outcome more important than the processSlide5
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?Slide6
Lesson Two | Principles
Public Information Model
“Journalist in residence”
Focus on truthful and accurate information
Deontology orientation
Professional codes of ethics guide behaviorSlide7
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?Slide8
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 harmSlide9
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?Slide10
Lesson Two | Principles
Two-Way Symmetrical Model
Mutually beneficial relationships
Dialogue is central
Deontology orientation
Kant’s
universal
lawHabermas’ theory of ethical discourseBroader societal focusSlide11
Lesson Two | Principles
Discussion Question
How does Habermas’ theory of ethical discourse support the ethical practice of two-way symmetrical
public relations?Slide12
Lesson Two | Principles
Five Pillars of Public Relations Ethics
Veracity – to tell the truth
Non-maleficence – to do no harm
Beneficence – to do good
Confidentiality – to respect privacy
Fairness – to be fair and socially responsibleSlide13
Lesson Two | Principles
Discussion Question
How might the pillars of ethical public relations guide the ethical behavior of public relations professionals?