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)