WEEK SIX
Chapter Four refreshed last weeks readings on planning scheduling and implementing PR plans so I will focus on Chapter 5 for this weeks blog. The key messages from this weeks reading were the importance of ethics and ethical practice. Ethic was defined as, “the personal values which underpin the behaviour and moral choices made by an individuals in response to a specific situation (Johnston and Zawawi,2004, 106)
This was a helpful set reading for my debate in week 7. I found the comment interesting that there is increased concern in the PR industry‘s ethical principles, standard of practice and the perception that it is an industry which reshapes reality. It reinforced ideas explored in previous weeks on negative public perceptions of the industry. I agreed with this point on concerns about the industries ethical practise as after reading numerous ethics journals for my annotated bibliography the inadequacies of tactical ethics and the need for strategic ethics was highlighted.
Another key point was that ethics should not be considered in a vacuum, but in a broader context. I believe this means PR professionals when planning a campaign must considered more than loyalties to client or organisation values, but rather consider every public and stakeholder which may be impacted upon by a decision. Professionals must build bridges and alliances with publics helping to form effective relationships. Some key times in which ethical dilemmas with stakeholders result are when professionals value organizations interests over opposing interests or when stakeholders adopt a win win mentality.
Two key ethics terminology to remember are:
Deontology ethics: is duty based and relies on moral obligation
Teleology: is outcome based ethic where the end justifies the means. Cause and consequence determines the rightness of an action
The reading made me think more about PR in practice as the Potter Box ethics technique gave a practical example a way to approach ethics. The four stages were:
- Defining situation
- Identifying values
- Selecting principles
- Choosing loyalties to stakeholders
NOTE: THIS WEEK I COMMENTED ON JOHN HALEN'S BLOG
Chapters 4 and 5 of Public relations: theory and practice / edited by Jane Johnston and Clara Zawawi. Crows Nest, N.S.W. Allen & Unwin, 2004. 2nd ed
1 comment:
Taegan, I too found this week readings very useful for research for our ethical debate. I don't know if I missed something crucial but wasn't chapter 4 all about the legal environment? The Potter Box was also a key point that stood out for me. I think the approach you took about ethics existing in a broader context is the best way to view what decisions you make when In the PR profession. Taegan you also pointed out to think about every stakeholder and public your decision will impact on, this is a good argument as to why loyalties should not just be to the client or organisation you work for. Good luck with preparation over the weekend.
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