Core Ethical Principles Introduction

Lesson 1 Plan

Public relations practitioners are encouraged to integrate ethics into the practice of public relations, but before that can be accomplished, practitioners need to develop an ethical public relations literacy. Public relations ethical literacy allows professionals to identify personal values as well as the values of others, understand the ethical orientations that shape our perspectives, critically analyze the appropriate ethical frameworks, apply the ethical principles, and evaluate the ethical decision. This lesson considers the initial steps for ethical literacy: identifying ethical viewpoints and understanding the ethical orientations.

Ethical public relations literacy begins with an understanding of the values that guide our decisions. These values determine how an individual judges ethical behavior; yet, many students have never considered the values that guide their action. This lesson then considers four ethical orientations or principles commonly used to guide ethical decision making: axiology, deontology, teleology, and situational ethics. Students will gain an understanding of these orientations and their influence on public relations practice. The lesson concludes with the realization that public relations professionals understand ethical situations differently. As a result, there is a great need for ethical public relations literacy to help professionals not only understand their own ethical orientations, but the ethical orientations of others.

Learning Objectives

As a result of this lesson, students will be able to:

Define the concept of ethical public relations literacy.

Identify the four ethical orientations common to public relations practice.

Describe the role of values in ethics.

Explain the advantages/disadvantages of the four ethical orientations in public relations practice.

Key Concepts

Axiology

Categorical imperative

Deontology

Ethical public relations literacy

Golden Mean

Higher and lower pleasures

Instrumental values

Situational ethics

Subjectivism

Teleology

Terminal values

Utilitarianism

Values

Virtue ethics

Lesson 2 Plan

The public relations profession has always faltered in its perception as an ethical profession. This failure is partially due to a misunderstanding of public relations. Many confuse the profession with advertising or have a narrow view of public relations activities. Nevertheless, public relations must address its perceived ethical deficiency. The key is to develop heightened ethical literacy among public relations professionals so that they recognize and understand the ethical principles that guide public relations practice. Lesson one introduced the values and ethical orientations that form the foundation of ethical literacy. This lesson assesses the connection between the ethical principles and public relations practice.

Grunig and Hunt’s four models of public relations represent the growing sophistication of public relations practice. They also illustrate the ethical development of public relations. In this lesson, students will learn the four models of public relations and the ethical principles that guide their practice. They will recognize that the progression of the models also represents the ethical development of public relations. The lesson concludes with the five ethical pillars of public relations to help students enhance their ethical literacy skills in the assessment of ethical considerations in public relations practice.

Learning Objectives

As a result of this lesson, students will be able to:

Define the stages or moral obligations of ethical development.

Identify the four models of public relations.

Describe the ethical orientations associated with each model of public relations.

Explain the ethical development of public relations using the four models of public relations.

Assess the ethical development of public relations messages.

Apply the five pillars of public relations to a public relations situation.

Key Concepts

Axiology

Categorical imperative

Deontology

Golden Rule

Moral obligations

Mutuality value system

Partisan value system

Pillars of ethical public relations

Press agentry model

Professional ethic principle

Public information model

TARES

Teleology

Test of sincerity

Theory of ethical discourse

TV test

Two-way asymmetrical model

Two-way symmetrical model

Utilitarianism

Resources

Module Overview

A true profession never seeks to become an unethical profession. Rather the drift toward unethical practice is incremental, almost invisible unless its professionals are minding the gap between foundational ethical principles and professional practice. This module helps current and aspiring public relations professionals to “mind this ethical gap” and become ethically literate. To do so, this module establishes the importance of values in ethics and introduces four ethical orientations that drive behavior. Once these principles are introduced, the module offers ethical tests that practitioners can use to guide ethical practice. By embracing the ethical principles discussed here, professionals can become ethically literate and ensure the ethical practice of public relations.

Lesson One Summary

Mind the Gap: Key Ethical Principles for Ethical Literacy in Public Relations

Lesson one highlights the underlying ethics of professionals’ actions and reactions and explains the various ethical orientations that guide behavior. It lays the foundation for ethical literacy by recognizing the ethical choices that public relations professionals face and the ethical philosophies that guide these choices.

Lesson Two Summary

Reaching Ethical Maturity: The Ethical Development of Public Relations Practice

Lesson two builds on the ethical values and orientations presented in lesson one and assesses the connection between ethical principles and public relations practice. It uses the four models of public relations to illustrate the growing ethical sophistication of public relations practice and offers specific ethical tests for effective public relations practice.

Citations & Resources

Lesson 1 References

Axiology. (2009, February 4). Retrieved from https://www.britannica.com/search?query=axiology

Aristotle’s Ethics (2022) Retrieved from https://plato.stanford.edu/entries/aristotle- ethics/#DoctMean

Bivins, T. (2004) Mixed Media: Moral distinctions in advertising, public relations and journalism. Mahwah, NJ: Lawrence, Erlbaum, p. 100.

citytransportinfo. (2014, February 6). The famous London “Mind the Gap” message [Video file]. Retrieved from https://www.youtube.com/watch?v=UOPyGKDQuRk)

Commission on Public Relations Education. (2023, November). Retrieved from https://www.commissionpred.org/navigating-change-report/

Corbett, G. (2012, June 18). Closing the ethical gap featured on PRsay [Blog post]. Retrieved from https://prsay.prsa.org/2012/06/18/closing-the-ethics-gap-2/

Davidson, G. & Morrissey, S. (2010). Enhancing ethical literacy of psychologically literate citizens. Retrieved from http://icope2010.psy.unsw.edu.au/program/Davidson%20Morrissey.pdf

Gower, K. (2003). Legal and ethical restraints on public relations. Long Grove, Illinois: Waveland Press, Inc.

Holmes Report. (2015, September 13). Public concerned with ethics gap, executive trustworthiness. Retrieved from http://www.holmesreport.com/research/article/public-concerned-with-ethics-gap-executive-trustworthiness

Parsons, P.J. (2008). Ethics in public relations: A guide to best practice, 2nd ed. London: KoganPage.

Personal values assessment. (n.d.). Retrieved from https://www.valuescentre.com/pva

PRINZ “Mind the Gap” conference. (2015). Retrieved from https://www.thevoicebooth.com/work/prinz-2015-conference-mind-the-gap-highlights

Smudde, P. (2015).Managing public relations: Methods and tools. New York: Oxford University Press.

Spider-Man (2002). Retrieved from https://en.wikipedia.org/wiki/Spider-Man_(2002_film)

The Declaration of Independence. (n.d.). Retrieved from http://www.ushistory.org/declaration/document/

Wright, K. (1994) Examining ethical and moral values of public relations people, Public Relations Review, 20, 225-231.

Lesson 1 Additional Resources

Bivins, T. (2004) Mixed Media: Moral distinctions in advertising, public relations and journalism. Mahwah, NJ: Lawrence, Erlbaum.

Fitzpatrick, K. & Bronstein, C. (2006). Ethics in public relations: Responsible advocacy. Thousand Oaks: Sage Publications.

Gower, K. (2003). Legal and ethical restraints on public relations. Long Grove, Illinois: Waveland Press, Inc.

Parsons, P.J. (2008). Ethics in public relations: A guide to best practice, 2nd ed. London: Kogan Page.

Smudde, P. (2015). Managing public relations: Methods and tools. New York: Oxford University Press.

Tilley, E. (2005/2009). The ethics pyramid: Making ethics unavoidable in the public relations process. Journal of Mass Media Ethics, 20(4), 305-320.

Wright, K. (1994) Examining ethical and moral values of public relations people, Public Relations Review, 20, 225-231.

Lesson 1 Suggested Readings

Baker, S. & Martinson, D.L. (2001). The TARES test: Five principles for ethical persuasion. Journal of Mass Media Ethics, 16(2/3), 148-175.

Baker, S. (2004). Five baselines for justiﬁcation in persuasion, Journal of Mass Media Ethics, 14(2), 69- 81.

Bivins, T.H. (1992). A systematic model for ethical decision making. Public Relations Review, 18, 365-383.

Bivins, T. (2004) Mixed Media: Moral distinctions in advertising, public relations and journalism. Mahwah, NJ: Lawrence, Erlbaum.

Curtin, P.A. & Boynton, L.A. (2001). Ethics in public relations: Theory and practice. In R.L.

Heath (Ed.), Handbook of Public Relations (pp. 411-422). Thousand Oaks, CA: Sage.

Fitzpatrick, K. & Bronstein, C. (2006). Ethics in public relations: Responsible advocacy. Thousand Oaks: Sage Publications.

Gower, K. (2008). Legal and ethical restraints on public relations, 2nd ed. Long Grove, Illinois: Waveland Press, Inc.

Grunig, J.E. & Hunt, T. (1984). Managing public relations. New York: Holt, Rinehart & Winston.

Laczniak, G.R. & Murphy, P.E. (1991). Fostering ethical marketing decisions. Journal of Business Ethics, 10(4), 259-271.

Leeper, R.V. (1996). Moral objectivity: Jurgen Habermas’ discourse ethics and public relations, Public Relations Review, 22, 133-156.

Parsons, P.J. (2008). Ethics in public relations: A guide to best practice, 2nd ed. London: Kogan Page.

Pearson, R. (1989). Beyond ethical relativism in public relations coorientation rules and the idea of community symmetry. In J.E. Grunig and L.A. Grunig (Eds.), Public Relations Research Annual, Vol. 1. Hillsdale, NJ: Erlbaum.

Smudde, P. (2015). Managing public relations: Methods and tools. New York: Oxford University Press.

Sullivan, A.J. (1965). Values in public relations. In O. Lerbinger and A. Sullivan (Eds.), Information, Influence and Communication: A Reader in Public Relations (pp. 412-439). New York: Basic Books.

Tilley, E. (2005/2009). The ethics pyramid: Making ethics unavoidable in the public relations process. Journal of Mass Media Ethics, 20(4), 305-320.

Wright, K. (1994) Examining ethical and moral values of public relations people, Public Relations Review, 20, 225-231.

Lesson 1 Case Study References

Connolly, O. (2023, November 10). Disguises, subterfuge and conspiracy: college football’s sign-stealing scandal explained, The Guardian. Retrieved from https://www.theguardian.com/sport/2023/nov/10/michigan-wolverines-college-football-big-ten-sign-stealing-jim-harbaugh-suspension

Dellenger, R. and Wetzel, D. (2023, November 17). Sources: NCAA’s evidence vs. Michigan included booster involvement in scouting scheme, attempted destruction of evidence, YahooSports. Retrieved from https://sports.yahoo.com/sources-ncaas-evidence-vs-michigan-included-booster-involvement-in-scouting-scheme-attempted-destruction-of-evidence-171243435.html

Kirshner, A. (2023, November 21). How Michigan became the University of Jim Harbaugh, The Ringer. Retrieved from https://www.theringer.com/college-football/2023/11/21/23970333/jim-harbaugh-suspension-michigan-sign-stealing-scandal-big-ten-ohio-state

Treachy, D. (2023, November 25). Michigan sign-stealing scandal news: Latest updates on Jim Harbaugh suspension from NCAA cheating, The Sporting News. Retrieved from https://www.sportingnews.com/us/ncaa-football/news/michigan-sign-stealing-scandal-updates-jim-harbaugh-suspension/4072ec7b8f79e8a6a3251892

Lesson 1 Case Study Additional Resources

Hainline, L. (2023, November 20). A legal battle looms over the Michigan football sign-stealing saga, JETLaw. Retrieved from https://www.vanderbilt.edu/jetlaw/2023/11/20/a-legal-battle-looms-over-the-michigan-football-sign-stealing-saga/

Hutchinson, D. (2023, November 10). ‘Bet’: Several Michigan football players take to social media after Jim Harbaugh suspension, A4. Retrieved from https://www.clickondetroit.com/all-about-ann-arbor/2023/11/10/bet-several-michigan-football-players-take-to-social-media-after-jim-harbaugh-suspension/

Johnson, R. (2023, October 25). Michigan’s Connor Stalions texted that He ‘stole opponent signals’ from TV – and had a vision for the Wolverines, Sports Illustrated. Retrieved from https://www.si.com/college/2023/10/25/michigan-connor-stalions-texts-stolen-signals

Kirshner, A. (2023, November 10). The Big Ten picks a risky fight with college football’s most litigious people, Slate. Retrieved from https://slate.com/culture/2023/11/jim-harbaugh-suspension-big-ten-michigan-temporary-restraining-order.html

Kurup, S. (2023, December 2). Jim Harbaugh sign-stealing suspension: Why Michigan coach is back for Big Ten championship, Detroit Free Press: USA Today Network. Retrieved from https://www.freep.com/story/sports/college/university-michigan/wolverines/2023/12/02/jim-harbaugh-sign-stealing-suspension-michigan-coach-big-ten-championship-iowa/71761127007/

Zuke, R. (2023, November 4). NCAA Bylaw 11.6.1: The legalese of Michigan’s sign-stealing scandal, MLive. Retrieved from https://www.mlive.com/wolverines/2023/11/ncaa-bylaw-1161-the-legalese-of-michigans-sign-stealing-scandal.html

Lesson 2 References

Baker, S. & Martinson, D.L. (2001). The TARES test: Five principles for ethical persuasion. Journal of Mass Media Ethics, 16(2/3), 148-175. and Gower, K. (2008). Legal and ethical restraints on public relations, 2nd ed. Long Grove, Illinois: Waveland Press, Inc.

Baker, S. (2004). Five baselines for justiﬁcation in persuasion, Journal of Mass Media Ethics, 14(2), 69- 81.

Bivins, T.H. (1992). A systematic model for ethical decision making. Public Relations Review, 18, 365-383.

Curtin, P.A. & Boynton, L.A. (2001). Ethics in public relations: Theory and practice. In R.L. Heath (Ed.), Handbook of Public Relations (pp. 411-422). Thousand Oaks, CA: Sage.

Gilligan, C. (2023, January 12). Nurses still viewed as most ethical professionals, U.S. News. Retrieved from https://www.usnews.com/news/health-news/articles/2023-01-12/nurses-still-viewed-as-most-ethical-professionals#:~:text=By%20Chris%20Gilligan-,Jan.,2023%2C%20at%2012%3A07%20p.m.&text=Nurses%20again%20are%20No.,to%20recent%20polling%20from%20Gallup

Grunig, J.E. & Hunt, T. (1984). Managing public relations. New York: Holt, Rinehart & Winston.

Laczniak, G.R. & Murphy, P.E. (1991). Fostering ethical marketing decisions. Journal of Business Ethics, 10(4), 259-271.

Larson, E. & Hurtado, P. (2023, May 23). Ex-‘pharma bro’ Martin Shkreli is now living in Queens on $2,500 a month after nearly 7 years in prison, Fortune. Retrieved from https://fortune.com/2023/05/23/pharma-bro-martin-shkreli-now-living-in-queens/?utm_source=search&utm_medium=suggested_search&utm_campaign=search_link_clicks

Leeper, R.V. (1996). Moral objectivity: Jurgen Habermas’ discourse ethics and public relations, Public Relations Review, 22, 133-156.

Lorenzetti, I. (2015, September 21). Here’s why Turing Pharmaceuticals says 5,000% price bump is necessary, Fortune. Retrieved from https://fortune.com/2015/09/21/turing-pharmaceuticals-martin-shkreli-response/

Parsons, P.J. (2008). Ethics in public relations: A guide to best practice, 2nd ed. London: Kogan Page.

Pearson, A.J. (1989). Albert J. Sullivan’s theory of public relations ethics, Public Relations Review, 15, 53-62.

PRSA Member Code of Ethics. (n.d.). Retrieved from https://www.prsa.org/about/eth... ethics

Roose, K. (2015, September 22). The CEO who raised a cancer drug’s price by 5,000% is firingback at his haters on Twitter, Splinter. Retrieved from https://splinternews.com/the-ceo-who-raised-a-cancer-drugs-price-by-5-000-is-fi-1793851132

Sullivan, A.J. (1965). Values in public relations. In O. Lerbinger and A. Sullivan (Eds.), Information, Influence and Communication: A Reader in Public Relations (pp. 412-439). New York: Basic Books.

Lesson 2 Additional Resources