This week's readings made me think more about public relations by realising how broad a topic ethics really is. I don't think it is an area which can necessarily be divided into "right and wrong". I think Johnston and Zawawi balance out both perspectives in this week's readings.
On page 107, Johnston & Zawawi mention decisions which might lead to the loss of business or earnings, need to be made by the CEO. But wouldn't it be fair to say that any ethical dilemma could be potentially damaging to a business or cause a loss of earnings? If this is the case, would it be fair to say then that any decision surrounding ethical practice of a business should rest with the CEO? The example Johnston & Zawawi use in the "Potter Box" opposes this. They believe, using the "Potter Box" that the consultant should talk the media about confidential information she received, from a friend, about a competitor's alleged underhand tactics to win a contract. Using the "Potter Box" it was decided she should go to the media with the information. But do you think it should be discussed internally, with the CEO and other managers, before going public?
In the book "Ethics in Public Relations", author Patricia Parsons notes the history of Public Relations, although not peppered with in-your-face-lies, could have a case of half-truths. But why should this be strictly applied to Public Relations? For example, when people apply for a job - how often is their resume/CV exaggerated to make them more appealing or more qualified than they actually are? When property developers lodge applications to Council, they would twist regulations and terminology so their application can be approved. So why then is it the Public Relations Industry that is seen to be, in some form, "unethical"? As Parsons says, is Public Relations ethics an oxymoron?
In light of the above, I think the key points to remember from this week's readings are that, in my opinion, there is never a 'right or wrong'. I think there may be a more reasonable approach to an ethical dilemma, however I do not think that means there is a right or wrong answer. In the case of ethics, I believe someone will always 'miss-out' on the solution they wanted.
Something else I learnt from this week's reading is that PR is an extremely broad term, something I am learning more and more each week. "Spinning" the truth can't just be applied to "PR", I believe it can be applied to nearly every profession, even down to writing your own resume. So as a PR practitioner, I think we are unfairly targeted as "spin doctors".
(I have commented on www.cmns1290lauriealexander.blogspot.com for the topics of Ethics and the Legal Environment)
Reference
Johnston, J. & Zawawi, C. (2004), Public Relations Theory and Practice, Sydney: Allen & Unwin
Parsons, P. Ethics in Public Relations (2004), Ethics in Public Relations, United Kingdom: Kogan-Page.
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2 comments:
Kell I agree with your comment that ethics is something that can be defined as "right" and "wrong". My understanding from the reading was that it can be a grey area at times, and sometimes very difficult to ascertain the best course of action.
Ethical decisions that could potentially cause a loss of earnings should rest on the shoulders of a CEO. Incidentally, a similar situation occured at my husband's work, and it turned out that the CEO had to make a decision causing a loss of several hundred thousand dollars to the company. Personally I'd hate to be the one responsible for that decision, but ultimately somebody has to make it, and it shows a great sense of responsiblity on the part of the CEO to make that decision despite it's unfortunate outcome. I know that the CEO did extensively discuss with his top management team the possible decisions and their consequential outcomes before making a final decision.
I liked your comment that "why should this be strictly applied to public relations?" Funnily enough, I asked myself the same question. In my own blog, I commented that ethics should be a lifestyle, not just simply a workplace practice. If you are a person of integrity, issues of ethics in the workplace will simply reflect your own life.
Hey kell,
You pose some really great points, particularly your statement that ethics cannot be determined as right or wrong. What I understand, is that ethics is based on a persons own understanding of what is right or wrong baseda on their own values and beliefs. I totally agree with that you said, that someone will always miss out, because one person's view of wat is ethically right may not be the same as the next persons.
It was also great that you included Parson's opinion, that ethics within public relations is an oxymoron, because what you said is so true, we always embellish our resumes to make outselves look brighter, so why should doing this within public relations be unethical? I totally agree!
Anyway great blog!
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