PR Ethics by Amanda Holt - Application

This ethical decision model is derived from the Ralph Harbor of Harvard Theological Seminary. It consists of 4 steps.

The advantage of this model is to force practitioners to prioritize values ​​and values ​​that are most important to the organization in certain situations. In most cases, spokespeople are establishing relationships with many voters, and these relationships can not be ignored.

Suppose you are working for a client team in one of the five PR agencies in Washington, DC. Account administrator tells you that you are assigned to the next new account, which will generate big revenue. Ku Klux Klan wants to recruit new members. What are you doing?

The mainstream ethical situation in PR practice has been said to depend heavily on the ethics practiced by most professional PR associations. People can voluntarily participate in these associations and groups to practice this moral PR concept. Here, you need to follow the code of conduct. The Code of Conduct may include a series of banned activities and some ethical principles. (Bowen Shannon A. Ethics and Public Relations) We can not deny the importance of today's public relations. As emerging industries emerge everyday, this field of expertise is rapidly growing. As an insurance company public relations officer, you will face government agencies and personnel, nonprofit organizations and non-governmental organizations, educational institutions, sports teams, industries, companies, entertainment companies and even countries. Therefore, in a broader sense of PR, you need to be a PR staff, analyst, media expert, and communication specialist.

For public relations practitioners, as the moral representative of the association, the most important thing is to follow the principle of publicity as occupation, to prescribe morality and collective obligation to the normative theory of how the role should be played in the association's planning process It is to integrate. Most importantly, the moral public relations theory needs to be based on a reputable moral value theory. Past ethicists have developed two major types of theories, the resulting hypotheses, that is, the attitudes of individuals to others as well as non-resultant or rule-based assumptions.

A new field of moral reflection is often described as applied ethics, the theory of development of moral philosophy, the application of normative criteria, concepts and methods. However, for each of these elements, the application is usually not easy, but further specifications or revisions are required. This is a fact because common ethical standards, concepts and methods are often not sufficiently specific to apply directly to specific ethical issues. Therefore, "applications" often create insight into new engineering, which can lead to reengineering or at least improvement of existing normative standards, concepts and methods. In some cases new standards, concepts and methods may be required for ethical issues in specific areas. For example, Beauchamp and Childress presents some general ethical principles on biomedical ethics (Beauchamp & Childress 2001). 2006)