Globalization has the potential to create a network society where “there is a common cultural code of values that forms the glue of the network”. This article explores if common cultural codes of values are emerging in the public relations industry by examining the codes of ethics of 41 professional public relations associations across the world. The method for the analysis was Centering Resonance Analysis, a textual analysis methodology, that uses linguistics theory to assess main concepts, their influence, and their (...) interrelationships. The research team found that six dominant themes emerged from the codes of ethics of professional communication associations: professionalism, advocacy, moral standards, clients’ interests, expertise, and relationships. The findings suggest that global values that will influence organizational relationships with publics are emerging in professional communication practice. (shrink)

The purpose of this paper is to investigate the Korean public relations practitioners'' perceptions toward ethical issues, individual practices, and ethical standards in the context of ethical ideology. The survey was conducted with the Korean public relations practitioners. A 2 (Relativism: High/Low) × 2 (Idealism: High/Low) factorial design was devised for the analysis.The MANOVA results showed that ethical ideology (idealism and relativism) had significant effects on ethical decision-making. Idealistic ideology had a main effect on ethical issues, individual practices, and ethical (...) standards. However, relativistic ideology only affected the decision-making process related to ethical issues. No interaction effects were detected. This study indicated that the individual''s ethical ideology could be an important variable in explaining the outcomes of the individual''s ethical decision-making among Korean public relations practitioners. (shrink)

The purpose of this paper is to explore two questions:(1) Is symmetrical communication in public relations practice inherently ethical?(2) Does symmetrical communication contribute to public relations effectiveness and organizational effectiveness? Three surveys are undertaken to test seven research hypotheses for the purpose of cross-validating research findings. The results suggest that symmetrical communication is inherently ethical. Moreover, symmetrical communication indeed contributes to several performance measures, which include positive market performance, overall organizational effectiveness, conflict resolution, crisis management, favorable organizational reputation, and positive (...) media exposure, with the last two measures only partially supported. (shrink)

ABSTRACTThis article explores how Charles Taylor’s account of moral personhood and Luc Boltanski and Laurent Thévenot’s account of justificatory regimes can add breadth, depth, and specificity to discussions of ethical dilemmas in public relations. These frameworks are analyzed for their potential to make the following contributions to public relations ethics. First, they convey that there is more to ethics than choosing the right duties and actions. Second, they reveal the diversity of goods that people consider to be ethically worthy and (...) admirable, as well as the complex personal issues involved in ranking these goods. Third, they emphasize that these different goods often need to be articulated and evaluated in different ways. Last, they can either point toward new ways of resolving ethical dilemmas or show why such resolutions are not possible. (shrink)

This study examines the effects of individual ethical values and organizational factors on the professional ethics of PR practitioners in Korea by considering a person–situation interactionist model. Individual ethical values are used as individual factors, and organizational factors consist of an organization’s reward and punishment for ethical/unethical behavior, the behavior of peers, and the ethical integrity of the chief ethics officer. The professional ethics of PR practitioners (the dependent variable) are classified into the following three dimensions: professional ethics for the (...) public, the client, and the PR industry. The results indicate that agency practitioners were more likely to be committed to their profession than to their organization, whereas in-house practitioners were more likely to be committed to their organization than to their profession. That is, in-house practitioners showed weak professional commitment, indicating that they perceived themselves as employees, not as PR professionals. Organizational factors such as reward, punishment, and peers’ ethical behavior had considerable influence on the professional ethics of in-house practitioners, whereas they had little influence on agency practitioners. Organizational factors as well as individual ethical values were more likely to influence the professional ethics of in-house practitioners than that of agency practitioners. Thus, to foster in-house practitioners’ professional ethics and commitment, professional associations in the PR industry should make efforts to provide in-house practitioners with more information on the PR industry and more opportunities for interacting and maintaining communication with their colleagues in the industry. (shrink)

This study evaluates the ethical criteria lobbyists consider in their professional activities using Ruth Edgett's model for ethically desirable public relations advocacy. Data were collected from self-administered surveys of 222 registered lobbyists in Oregon. A factor analysis reduced 18 ethical criteria to seven underlying factors describing lobbyists' ethical approaches to their work. Results indicate that lobbyists consider the following factors in their day-to-day professional activities: situation, strategy, argument, procedure, nature of lobbying, priority, and accuracy. This framework, derived from Edgett's 10 (...) criteria, illustrates the importance of context while incorporating ideas from recognized ethical theories. (shrink)

Public relations helps an organisation and its publics adapt mutually to each other. However, this does not mean that the profession is value neutral or anything goes. There will be cases where professionals have to make discretionary ethical decisions and negotiate their roles and responsibilities, especially when faced with novel or difficult issues. In this conceptual paper, we describe how the notion of professional role morality not only shapes the individual struggles that practitioners endure but also highlights the organisational structures (...) that foster or shun ethics in the decision-making process. Thus we provide a means of assessing professional action that balances the urge to become a hired gun who simply abdicates personal responsibility and completely adopts the employer’s moral viewpoint on the one hand, and moral torpedoes who rely exclusively on their personal views without any concern for wider implications on the other. Investigating role morality as played out in public relations is important because it may explain why practitioners often find themselves at odds with their best moral judgments. Here we present five fictionalised narratives to illustrate the conceptual issues and highlight the most significant moral distinctions that have practical consequences for both the theory and practice of public relations. (shrink)