Ethics in a Global Context
Instructor Resources
Overview
This module explores how ethical theories apply to global public relations practice. Students will examine whether a universal standard of ethics can guide professionals worldwide or if ethical practices should instead reflect the unique social, cultural, economic, and political contexts of each country. Through case studies and analysis, learners will evaluate different organizational approaches to ethical decision-making across borders and assess the benefits and challenges of adopting global ethical standards.
Presentation Files
Lesson Plan 1: Theoretical Approaches to Ethics in a Global Context
An ethical decision is one that we can defend with justification. We should be able to explain how we reach the decision (i.e., the process) and why it is the most optimal decision (i.e., the principles).
Learning Objectives
- Explain various theories of ethics in the practice of global public relations.
- Assess whether the adoption of a global standard of ethical practices is beneficial.
Key Concepts
- Situational Theory of Problem Solving
- Systems Theory
- RAPIDS
- Value Systems
- Challenges in the ethical practice of global public relations
The video shows how different religions came together to identify common values and a declaration toward global ethics, consisting of humanness, reciprocity, non-violence, justice, truthfulness, and partnership between men and women.
Class Activity
A study found that corporations in democratic countries with high civil liberty are more likely to mention LGBTQ issues (such as anti-discrimination practices) in their CSR reports. For example, those in North America and Europe are more likely to address these issues. On the other hand, companies in countries like China that have a lower social acceptance of LGBTQ are less likely to report LGBTQ issues in their CSR reports. This reflects that companies seek to meet stakeholder expectations. If the company you work for supports LGBTQ rights and wishes to advocate for the same in a foreign market where social acceptance for LGBTQ is low, what would you do?
Case Studies
- Korean Air Nut Rage Crisis
- Mercedes in China
Lesson Plan 2: Applied Practice of Ethics in a Global Context
Some say that it is possible to apply a global/universal standard of ethical practices to different countries while others say that country-specific factors, such as social, culture, economic and political contexts, should guide the development of these standards.
Learning Objectives
- Explain the approaches that organizations have taken to apply ethics in foreign host countries.
- Analyze whether the adoption of these approaches is beneficial.
Key Concepts
- Levels of ethical behavior
- Ethical practice of public segmentation in a global context
- Ethics of care/Ethics of justice
- Ethical crisis communication
Discuss the principles proposed in the video.
Class Activity
Assign students to a country and research the code of ethics of the public relations industry body in that country (e.g., Public Relations Society of America, Public Relations Institute of Australia, Institute of Public Relations of Singapore, etc.). Compare the code of ethics in that country with the code of ethics in your country. Discuss the similarities and differences.
Problems in Global Ethics
Go through the list of problems in the development of global ethics.
Approaches to Global Ethics
Show the two case studies on how to conceptualize global ethics.
Case Studies
- Foxconn’s 2010 Employee Suicide Crisis
- Reckitt Benckiser’s Chronic Crisis in South Korea
Module Developer
Dr. Lisa Tam
Associate Professor, Queensland University of Technology
Dr. Lisa Tam is a Senior Lecturer (Associate Professor) of Advertising and Public Relations at Queensland University of Technology in Brisbane, Australia. Her research exploresthe dynamics of power and influence between organisations and publics as well as the roles of public relations practitioners in facilitating such dynamics. Her research has been applied to multiple research contexts including corporate social responsibility, employee communication, health communication, government relations, hospitality and tourism, issues and crises and public diplomacy.