Journalists enjoy unprecedented freedom from government interference to gather facts from sources, but journalistic tradition and custom restrict the freedom of journalists to report fact as they see it. This study critically examines the concept of objectivity and proposes an alternative philosophy for encouraging ethical behavior. The first section of the article focuses on the ideological and occupational origins of objectivity and identifies the conflict between these two perspectives Next, the study reviews contemporary literature in regard to objectivity, showing how (...) the concept has evolved, and why objectivity as a journalistic norm needs reevaluation. Third, the study proposes linking the occupational norms and standards of objective journalism with a subjective existentialism, which is more consistent with the ideological definition of objectivity. Finally, the study proposes that journalists improve ethical behavior by developing an existential ethic emphasizing individual responsibility. (shrink)

Advocates of dialogic communication have promoted two-way symmetrical communication as the most effective and ethical model for public relations. This article uses John Durham Peters's critique of dialogic communication to reconsider this infatuation with dialogue. In this article, we argue that dialogue's potential for selectivity and tyranny poses moral problems for public relations. Dialogue's emphasis on reciprocal communication also saddles public relations with ethically questionable quid pro quo relationships. We contend that dissemination can be more just than dialogue because it (...) demands more integrity of the source and recognizes the freedom and individuality of the source. The type of communication, such as dialogue or dissemination, is less important than the mutual discovery of truth. Reconciliation, a new model of public relations, is proposed as an alternative to pure dialogue. Reconciliation recognizes and values individuality and differences, and integrity is no longer sacrificed at the altar of agreement. (shrink)

Since the early 20th century, advocates of public relations professionalism have mandated that practitioners serve the public interest making it an ethical standard for evaluating the morality of public relations practice. However, the field has devoted little research to determining just what it means for practitioners to serve the public interest. Most research suggests practice-oriented solutions. This article focuses what practitioners must do to serve the public interest. It reviews theories of the social contract and the public interest to identify (...) an approach to serving the public interest that will help practitioners reconcile moral obligations to themselves, their client organizations, and the public. It concludes that combining superior individual interests with John Dewey's public philosophy will contribute to the moral development and improvement of practitioners and the public. (shrink)

Public relations practitioners place a premium on loyalty - particularly in terms of cultivating relationships. However, little scholarly research has been done on the subject. This essay analyzes loyalty in terms of organizational deterioration and decline. The ethical dimensions of Hirschman's concept of "exit, voice, and loyalty, " and Royce's notion about loyalty, are explored, as is the concept of "loyalty to loyalty. " The essay concludes with a 7-step model intended to help practitioners determine the demands of ethical loyalty.