An Examination of Public Relations Ethics

Katie R. Place

B2: Culture, Literature and Society 1 , Oral Presentation, GRID 2009

11:00 AM-12:00 PM, Benjamin Banneker B

An Examination of Public Relations Ethics examines how public relations practitioners make ethical decisions in the workplace and interpret deontological models of public relations ethics. A deontological theory of ethical issues management (Bowen 2004, 2005), which provides a rational and duty-based philosophy of public relations, served as the theoretical base for this paper. It builds upon Kantian ethical philosophy and the two-way symmetrical model of public relations (J.E. Grunig, 1992). Specifically, the study conducted eight in-depth, semi-structured qualitative interviews with public relations practitioners working in large metropolitan areas on the East Coast and Midwest. Two research questions guided the inquiry: (1) How do public relations practitioners make ethical decisions in the workplace? and (2) How do public relations practitioners make meaning of deontological models of public relations ethics? Results indicate that public relations practitioners draw upon a variety of personal philosophies, workplace experiences, and protocol during the ethical decision making process. They made meaning of public relations decisions through relationships with individuals and the assistance of decision making rubrics and role models. Practitioners interpreted deontological models of public relations as useful, but difficult to follow due to the situational, time-constrained, and client-focused nature of the profession. This study exposes several paths for future research regarding public relations and business ethics. Results suggest the need to further research regarding how individuals make ethical decisions and what tools, models, individuals, and philosophies can empower, guide and educate them throughout their careers.