Ethics and Public Relations

Summary

In this video, the speaker explores the intersection of ethics and public relations, drawing parallels between childhood dilemmas and professional challenges. They discuss various normative ethics—teleological, ontological, and virtue ethics—highlighting how each influences decision-making in PR. The video emphasizes the importance of professional values, such as honesty, advocacy, and fairness, and the responsibility to safeguard confidences and maintain ethical conduct. Additionally, it touches on personal ethics, social responsibility, and the ethical use of visual communication in PR practices, encouraging practitioners to uphold ethical standards for the public good.

Takeaways

• 😀 Rubik's Cubes became popular in elementary school, leading to a personal ethical dilemma about solving the cube by taking off stickers instead of following the correct method.
• 😀 Ethics are moral principles that govern behavior and activities, helping individuals and professionals determine what is right or wrong in a given situation.
• 😀 In public relations, ethics intersect with the idea of serving the public good, especially in addressing issues proactively before they escalate into crises.
• 😀 Teleological ethics focus on the greatest good for the greatest number of people, guiding public relations professionals to make choices that benefit the majority, even if it conflicts with personal interests.
• 😀 One criticism of teleological ethics is the difficulty in predicting outcomes, making it uncertain whether decisions will truly benefit the most people as intended.
• 😀 Ontological ethics emphasize moral absolutes, suggesting that some ethical principles apply universally, regardless of the consequences or the number of people affected.
• 😀 The main challenge with ontological ethics is determining whether ethical absolutes truly exist and whether they apply universally to everyone in all situations.
• 😀 Virtue ethics are agent-based, focusing on individual virtue and practical wisdom, but they raise the question of whether ethics can vary from person to person.
• 😀 Public relations professionals should adhere to standardized professional ethics rather than relying on personal perceptions, ensuring consistency and accountability.
• 😀 The PRSA Code of Ethics outlines six professional values: advocacy, honesty, expertise, independence, loyalty, and fairness, which all public relations practitioners should demonstrate.
• 😀 In addition to professional ethics, public relations professionals must consider personal ethics, social responsibility, and ethical issues surrounding visual communication, such as fair and accurate representation of images in campaigns.

Q & A

What is the main ethical dilemma the speaker faced as a child with the Rubik's Cube?

The speaker was frustrated with not being able to solve the Rubik's Cube and considered reattaching the stickers to make the cube appear solved, creating an ethical dilemma about whether doing so was a valid solution, despite not following the intended process.

How does the speaker relate the Rubik's Cube dilemma to ethics in professional settings?

The speaker uses the Rubik's Cube dilemma as a metaphor for larger ethical challenges faced in professional realms, particularly in public relations, where decisions are made that affect the public good and require careful ethical consideration.

What are the three main types of normative ethics discussed in the script?

The three main types of normative ethics discussed are teleological ethics, ontological ethics, and virtue ethics.

What is the key idea behind teleological ethics?

Teleological ethics, or utilitarianism, suggests that decisions should aim to bring the greatest good to the most people, even if it contradicts personal interests or desires.

What is a major criticism of teleological ethics?

A major criticism is that predicting the outcomes of decisions with accuracy is difficult, making it uncertain whether the greatest good for the most people can be effectively determined.

How does ontological ethics differ from teleological ethics?

Ontological ethics emphasizes moral absolutes, asserting that certain ethical principles apply universally, regardless of the outcome or the number of people affected, unlike teleological ethics, which focuses on the results and overall benefit.

What is the primary criticism of ontological ethics?

The main criticism is whether ethics can truly be universal, as individuals may have differing moral views, which challenges the idea of applying absolutes in every situation.

What does virtue ethics focus on in decision-making?

Virtue ethics focuses on the character and wisdom of the individual making the decision, relying on personal virtues to determine what is ethically right.

Why is virtue ethics not the primary focus for public relations professionals according to the speaker?

Virtue ethics is not the primary focus because it depends on individual perceptions of virtue, which can vary greatly from person to person. Public relations professionals need a more standardized approach based on broader ethical principles.

What are the two main components of the PRSA Code of Ethics mentioned in the script?

The PRSA Code of Ethics includes professional values (such as advocacy, honesty, and fairness) and provisions of conduct (such as promoting free flow of information and safeguarding client confidentiality).

What ethical considerations should public relations professionals take into account regarding visual communication?

Public relations professionals must ensure that visual content is ethically responsible, accurate, fair, and not manipulated in ways that mislead or manipulate emotions. They should avoid altering images or framing them in ways that distort the message.

How does personal ethics factor into a public relations professional's decision-making?

Personal ethics play a role in whether a public relations professional feels comfortable taking on certain clients or following specific instructions, ensuring that their decisions align with their own moral beliefs and integrity.

What is the role of social responsibility in public relations ethics?

Social responsibility in public relations ethics involves considering the broader societal and environmental impact of decisions, ensuring that actions do not harm society or violate larger ethical contracts.

Why is it important for public relations professionals to follow ethical guidelines?

It is important because following ethical guidelines ensures that public relations practices serve the public good, maintain transparency, and protect the integrity of the profession, while also fostering trust with clients and the wider community.