Part 1:
Ethics as an issue in PR with reference to media coverage
Practitioner opinion
Academic comments
Part 2:
Critical review of recent and relevant literature on ethics and PR
1. Ethical discipline
2. Public relation in academia
3. Theoretical models of ethics in public relations
4. Utilization of moral development for explaining ethics
Part 3:
1. Impact of ethics in public relation
2. The practice of Public Relation in terms of evaluation, tactics and strategy
3. Role of the Public Relation practitioners
Present economic tendencies in favor of the globalization of business and mass media are concentrating to create a challenge in relation to a field comparatively young then other mass communication regulation. The concept of public relation is not even a century old and it is expected to serve the latest audience throughout the world. At the same time, it is simultaneously meeting the demands of the communication procedure of the immediate information age (Cook and Rinfret, 2014).
At the late of 1990s, the financial boom symbolized the trends of globalization better than any other promulgation. Public relation has turn out to be the weapon for the corporations looking to reap the advantages in relation to the upward detonation of the New Work Stock Exchange market and the NASDAQ. Public relation practitioner has been appointed in record numbers by the international organizations, by keeping a single purpose in mind. The object behind such a step by the organizations was to disseminate the relevant information regarding the viability as to their services and products (Ethical dilemma for surgical educators, 2010).
As opined by Greenawalt (2005), public relation is one of the most emerging sectors in the present corporate world. In spite of the fact that it is the latest one but the impact and advantages in relation to the adequate execution of the plans relating to public relation is very impressive, especially to the large corporate organizations. By virtue of that the companies will be able to communicate to the audience at large by way of mass media, regarding their products and services.
Within the purview of this study, various aspects relating to the ethics and public relation are going to be discussed, by way of proper emphasizing upon the given point of discussion.
As argued by Tingle and Cribb (2014), in the present time ethics in the media industry in relation to public relations has became one of the major issues. The primary concept of public relation is to communicate with the audience regarding the products and services of a particular organization. But by virtue of the utilization of the media coverage some of the organizations, by eliminating the ethical point, used to provide irrelevant information and in some cases fraudulent information to the audience.
In a survey made in 2013, it has been noticed that around 12% companies in UK, using adequate measures in relation to public relation are utilizing media coverage without any ethical support rather they use it only for the promotion of their products and services (Naqvi and Daubeney, 2009).
As stated by Dawson (2009), public relation practitioners are appointed by the corporations and the organizations for the purpose of dealing with the affairs as to public relation to promote a bridge of communication among the listeners and the organization regarding the products and services, especially the flows and drawbacks of the company upon any particular field. But in current scenario, the practitioners of this field are used by the respective companies to promote their products and services irrespective of the true facts relating to the products of that company. Practitioners are used to develop the image of the company among the public.
In a survey made in 2012, it has been noticed that around 45% of the large companies in UK are use their public relation practitioners for the development of the image of the company irrespective of the actual condition of the company (Ramsey, 2014).
As discussed by Lewis Carroll regarding the Adventure of Alice in Wonderland. It was also argued by him that public relation professionals are generally confronted with some challenging situation and they have to deal with it with patience and immense amount of care. There is no scope for any ethical dilemma but the interest of the company as to the communication procedure is also to be looking after by the professionals.
In the year of 1954, PRSA’s code of ethics has been introduced for the first time. It contains the guidelines and potentials in relation to ethical dilemma. In the year 1960, Ivy Ledbetter Lee has published the ‘Declaration of Principals’. In present time these are not followed properly.
For the purpose of getting success on behalf of the concern organizations, the public relation practitioners are required to take split-second and intelligent decisions, especially in a situation where the scope of ethical dilemma is quite high. Without going into the present benefits of the decisions, the sustainability and the impact of the decision upon the internal and external publics of the organization are to be taken into consideration.
As opined by Garber (2008), every organization deals with public relation should maintain appreciable ethical notations. The impact of ethical dilemma is quite effectual in the field of public relation, with respect to that the organizations must encompass with good ethical disciplines.
A good symmetry in relation to service of society and client is concern about the largest possible standard of ethics relating to operations for communication of public relation. Realistically, a large number of organizations are related to the variable of this symmetry. Matters relating to finances are required immediate response of the organizational targets at stake, an analysis is needed to determine among good vs. harm (Spence, 2011).
As opined by Miller and Selgelid (2008), maintenance of ethical discipline is the most important element for every organization dealing with the public relation affairs. No compromise should be made in relation to the ethical elements involved in the affairs of public relation.
2. Public relation in academia:
Apart from the commercially oriented practitioners of public relations, it is also significant to construe the references relating to the integral portion of the field. University based affairs of public relation ahs a great significance in the societal aspects.
Public relations also put focus on academic sectors, especially, the time of conversing with the fellow scholars and the students. Scholarly writing relating ethical point of view and elements relating to ethical dilemma plays the most important role and in some occasions in sets the bench mark for the students as well as for the other concern institutions. By virtue of that the ethical perspectives of the students gets the perfect shape.
As argued b y Patton (2010), in the academic field, elements of ethics in relation to public relation has great significance and the importance of the ethical point of view of the academics are not avoidable in any circumstances. Expressed experience of the academic scholars is quite able to set the bench mark for the other involved in the same field.
3. Theoretical models of ethics in public relations:
In the year 1994, Barney and Black have introduced for the first time the attorney advisory model. According to this model, the public relation practitioners do a convincing function same as an attorney does to represent a client. This model relating to public relation mainly based upon the assumptions and by virtue of that the principals of this model are executed.
In the year 1956, Peterson, Schramm and Siebert have formulated the concept of social responsibility model. This model is based on the concept of civic journalism. This model of public relation specifies about the social responsibilities of the concern organizations and the impact of unethical decision relating to public relations on the societal aspects. This model of public relation promotes the communal values of democracy, society and truth (Naqvi and Daubeney, 2009).
In the year 2002, Fitzpatrick and Gauthier have formulated the concept of professional responsibility. In accordance with the contents of this model, apart from performing the social responsibilities, every organization is bound to look after the interest of the organization. Without maintaining the professional proficiencies, no organization can sustain as to its future decision making capability.
As opined by Walsh (2011), the models of public relation should encompass with the elements relating to the importance of ethics. In every conduct relating to public relation, the role of ethics and its impact is irrevocable and it is one of the most significant one.
4. Utilization of moral development for explaining ethics:
In the year 1965, Swiss psychologist Jean Piaget, has made the investigation in relation to gather the proper scenario relating to the role and impact of ethics on the moral development. Individuals’ moral principals are the most significant element in the human society. By performing in accordance with the ethical satisfaction of a person gives him great pleasure and satisfaction regarding that work. For the purpose of executing the principals of the public relation affairs, everyone should concern about the ethical satisfaction. If it is obtained by the performer then the entire task will get easier for the corporations while dealing with the aspects relating to public relation, especially the use of the media coverage.
As argued by Dougherty (2011), for the purpose of moral development, accomplishment of the ethical points is much required for every successful public relation operation.
1. Impact of ethics in public relation:
As opined by Harrison and Rainey (2013), the impact of the ethics in the field of public relation has great significance. It promotes the responsibilities of the organizations towards the society and also encourages the development of the moral values of the practitioners. On the other hand, ethics is the irresistible portion of the public relation and it has positive impact not only upon the society and the practitioner but also upon the organization itself. Proper performance of ethical responsibilities in relation public relation improves the social image of the organization.
On the other hand, it is argued by Shosky (2012), execution of the ethical perspectives in every situation is may not be beneficiary for the organization. Though, it may be beneficiary for the societal aspects but only development of society is not permissible under the business ethics. It is necessary to accomplish the ethical goals but not at the cost of the interest of the organization. In some occasion, the performance as to the ethics in the field of public relation may be not acceptable from the organizational end. But it also to be taken into consideration that only professionalism is not expected from the large organizations, as it may harm the image of the organization along with the societal elements.
Hence, it can be said that every coin has two sides. The impact of ethics in public relation has some positive attributes along with some negative ones. Though, there is no alternative of the ethical satisfaction in the field of public relation but all the time the consequences may not be the same. But it does not signify that ethics should be eliminated from the affairs of public relation rather ethic is an indispensible part of public relation affairs.
2. The practice of Public Relation in terms of evaluation, tactics and strategy:
Evaluation of the public relation as to the companies is a complete technical aspect. The evaluation of the impact and importance of the public relation affairs for a company depends upon the principals and conducts of the concern organization. Though, the evaluation procedure is generated by the company officials and the public relation practitioners but it is incorporated with several aspects of the concern organization, like, the investment process of the company, object and goals of the organization, financial structure, economic condition and present market reputation of the organization are also the very important aspects in order to evaluate the public relation affairs of the organization.
As stated by Baofu (2010), in order to execute the plans in relation to the public relations, there have to be a specific tactics of the concern organization. In respect of the execution of the ethical principals in public relation adequate tactics are necessary. Tactics are the indispensible part of every organization for the execution of the plans to reach the goals and objectives. It is also accepted by the committee of corporation affairs that inadequate tactics may ruin the entire progress of the company in relation to the public relation.
As opined by Brown and Moran (2013), in order to execute the plans of a corporation regarding the public relations, are mostly depends upon the tactics and strategies of the corporation. The improved standard of strategy promotes the chances of execution of plans higher. Tactics and strategies must be practical in nature and it must not incorporate any impractical elements.
Public relation tactics and strategies are depended upon various elements of the corporation, like; brand strategy, corporate communication, cause marketing, crisis communication and media strategy.
3. Role of the Public Relation practitioners:
As opined by Butterick (2011), in order to promote the importance of the public relation, the role of the public relation practitioners is the most important one among the all. A public relation practitioner is vested with a lot authority in order to execute the public relation plans of an organization. Though, the main significance as to the authority of public relation practitioner is to emphasizing upon the ethical perspectives and to perform the social responsibilities of the company by virtue of the act performed under the purview of public relation affairs.
Conclusion:
After the above discussion it can be said that the importance of the ethics in the field of public relation is ultimate. Though, the performance of the ethical portions are not performed by every organization as per specifications for that reason it has become one of the major issues in the public relation affairs. There are a number of aspects that are quite efficient to execute and to look after the executions of the ethical perspectives in the field of public relation. For the purpose of getting the most of the benefits from the public relation the practitioner should take the initiation towards the execution of the strategies of the company.
References:
Books:
Baofu, P. (2010). The future of post-human chess. Cambridge, UK: Cambridge International Science Pub.
Brown, J., Gaudin, P. and Moran, W. (2013). PR and communication in local government and public services. London: KoganPage.
Butterick, K. (2011). Introducing public relations. Los Angeles: SAGE.
Dawson, A. (2009). The philosophy of public health. Farnham, England: Ashgate.
Dougherty, M. (2011). Moral dilemmas in medieval thought. Cambridge, UK: Cambridge University Press.
Garber, P. (2008). The ethical dilemma. Amherst, Mass.: HRD Press.
Greenawalt, K. (2005). Does God belong in public schools?. Princeton, N.J.: Princeton University Press.
Harrison, K. and Rainey, B. (2013). The Wiley-Blackwell handbook of legal and ethical aspects of sex offender treatment and management. Chichester, West Sussex: John Wiley & Sons.
Miller, S. and Selgelid, M. (2008). Ethical and philosophical consideration of the dual-use dilemma in the biological sciences. [New York]: Springer.
Organization, W. (2013). WHO Report on the Global Tobacco Epidemic 2013. Geneva: World Health Organization.
Patton, K. (2010). Sociocultural intelligence. London: Continuum.
Shosky, J. (2012). The words of our time. London: Biteback.
Tingle, J. and Cribb, A. (2014). Nursing law and ethics. Chichester, West Sussex, UK: John Wiley & Sons Ltd.
Walsh, I. (2011). ICE manual of highway design and management. London: ICE.
Cook, J. and Rinfret, S. (2014). Are they really so different? Climate change rule development in the USA and UK. J. Public Affairs, 15(1), pp.79-90.
Ethical dilemma for surgical educators. (2010). ANZ Journal of Surgery, 80(4), pp.207-209.
Naqvi, N. and Daubeney, P. (2009). Ethical dilemma. BMJ, 339(dec08 2), pp.b5074-b5074.
Naqvi, N. and Daubeney, P. (2009). Ethical dilemma. BMJ, 339(dec08 2), pp.b5074-b5074.
Ramsey, P. (2014). The Engage programme and the Government Communication Network in the UK, 2006-2010. J. Public Affairs, p.n/a-n/a.
Spence, D. (2011). Ethics committees: an ethical dilemma. BMJ, 343(sep21 1), pp.d6002-d6002.
BMJ, 343(sep21 1), pp.d6002-d6002.
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