Universalism versus relativism in public relations

Journal of Mass Media Ethics 20 (4):333 – 344 (2005)
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Abstract

Choosing for whom to work is one of the most difficult ethical questions public relations practitioners have to address. This article attempts to examine the issue of client choice in the philosophical context of universalism versus ethical relativism. In this article, while acknowledging that differences between cultures exist, I argue public relations practitioners should take a universalistic approach in choosing their clients because ethical relativism itself is seriously flawed.

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