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Introduction:

 

 

 

          It is a pretty scary world we are in these days. Public relations activities of influence – and that includes such simple activities as communications meant to educate – are being closely scrutinized. The general public is on our case… the news media is on our case… even we are on our case.

 

          At a time when the public relations profession is most need, at a time when institutions and values are being attacked from all sides, we are taking our lumps – and mighty big lumps they are.

 

          “Spin Doctors,” “PR Ploy”, “PR maneuver”, and PR effort” – these denigrating epithets abound in the news media and in normal, daily conversations between normal, educated citizens.

Objectives:

 

  1. To discuss the three basic ethical systems: Deontology, teleology, and Aristotle’s Golden Mean.
  2. To enumerate the seven Golden Rules of Public Relations.

 

 

Let’s begin with the three basic ethical systems:

 

DEONTOLOGY:

 

This system is duty based and relies on moral obligation. Deontological ethics says that all actins are inherently right or wrong. This system depends on the inner-based, self-discipline of each individual public relations practitioner, and because we are all human, and of different environmental backgrounds, it changes from person to person, depending on their own cultural and traditional biases.

 

 

TELEOLOGY:

 

-         This system is outcome-based. Teleological ethicists believe that “the ends justify the means”. While this system has had its detractors, there is considerable historical precedence, and deserves extended discussion.

 

 

ARISTOTLE’S GOLDEN MEAN:

 

-         This system s based on what’s best for the majority, the greatest good for greatest number. This is generally the system used in a democracy (rule of the majority with respect for the minority), where the minority sometimes has to sacrifice something of value if it’s good for the country as a whole.

 

 

 

 

GOLDEN RULES OF PUBLIC RELATIONS

 

 

1.      Keep it Simple – Remember, once upon a time, you didn’t understand assessments and equalization rates either.

 

2.      Use Plain Language – Technical jargon won’t impress, and you will likely leave your listener feeling confused.

 

3.      Expect and Entertain Questions – It gives you the opportunity to demonstrate your professionalism, thereby earning trust.

 

 

4.      Be Accurate and Honest – If you’re not certain of an answer, don’t make it up or be vague; just ensure the individual you’ll get back to him or her as soon as possible (and be sure to do it).

 

5.      Be Courteous – Remember the golden rule.

 

6.      Be Respectful – It’s the best way to be respectable.

 

7.    Be Patient

 

SOME BROAD SOLUTIONS:

         

IF YOU BELONG TO A PROFESSIONAL ORGANIZATION-COMMUNICATIONS/PUBLIC RELATIONS-RELATED OR OTHERWISE-MAKE SURE IT HAS AN ETHIC CODE WITH TEETH, ONE THAT OBLIGATES ITS MEMBERS TO ABIDE BY,UPON PAIN OF EXPULSION. LIVE BY ITS CODE.

 

          FINALLY, IF YOU ARE IN A COUNSELOR’S POSITION, OR ANY POSITION OF INFLUENCE IN YOUR ORGANIZATION, MAKE SURE YOU ARE INCLUDEDWHENEVER ORGANIZATIONAL POLICIES ARE RENEWED AND FORMULATED..

 

          THERE ARE NO SIMPLE SOLUTIONS IN THE PUBLIC RELATIONS ETHICS. WENDING YOUR WAY THROUGH THE ETHICAL MINEFIELD REQUIRES CONTINUAL MONITORING OF CURRENT SOCIAL CONDITIONNS, CONTINUOUS TWO-WAY COMMUNICATION WITH ALL STAKEHOLDERS, CONSTANT MONIRORING OF ORGANIZATIONAL,S BEHAVIOR VIS-À-VIS ITS POLICIES, AN INCREASE AWARENESS AMONG PUBLIC RELATIONS PROFESSIONALS AND MANAGEMENT THAT ETHICAL PERFORMANCE MAKES FOR LONG STABILITY, AND NEVER ENDING EFFORT TO ACHIEVE ETHICAL PERFORMANCE IN ORDER TO ACHIEVE EFFECTIVE PUBLIC RELATIONSHIPS.

 

          IT COMES DOWN TO THIS—CHOICES, CHOICES, CHOICES. MAKE THE RIGHT CHOICE AND YOU ARE A HERO. MAKE THE WRONG CHOICE AND PEOPLE GET HURT. AND IT’S YOUR FAULT.

 

          IN PUBLIC RELATIONS ETHICS, THERE ARE ONLY RIGHT OR WRONG ANSWERS. THESE ARE ONLY COURAGEOUS DECISIONS. IN PUBLIC RELATIONS, YOU NEED TO TAKE EVERY RISK YOU CAN. I BELIEVE THAT IT IS UNETHICAL FOR A PUBLIC RELATIONS PROFESSIONAL TO FEAR FAILURE.. IN PUBLIC RELATIONS – AS IN LIFE – WE NEED TO MAKE COURAGEOUS DECISIONS DAY-IN AND DAY-OUT.