Ethics Code as a Requirement for Professional Status
Thomas H. Bivins asserts that professionalism requires autonomy, but that autonomy comes with the expectation of objectivity. This presents a problem for public relations because not all public relations practitioners serve the role of counselor, many fill the role of advocate. Bivins describes how these two different roles result in the necessity for different ethical guidelines, which involve the degree of responsibility or obligation to the client/employer, degree of objectivity, and degree of autonomy. However, as Judd’s study showed, public relations practitioners increasingly view their role as that of counselor, given that they feel more bound to social responsibilities rather than client/employer obligations. This will place a more stringent ethical impetus upon public relations practitioners because the responsibilities of counselors are broader in the sense of having to be concerned with both larger and a greater number of publics. “Although both the advocate and the counselor must practice within the bounds of the truth, good taste and the law, the counselor must also practice within the moral boundaries of, and with ethical consideration for, all concerned publics. Purpose, therefore, becomes a factor which must be decided upon, to a greater degree, by the counselor.”
Bivins stresses that it is the move towards professionalism in the field which has actually led to a concern over ethical principles. Center and Jackson similarly connect ethical concerns with the development of a profession. “The public relations function has sought to fulfill its aspirations by exerting an ethical and moral force as well as technical skill and, by doing so, developing an identity and a professional discipline of its own.”
Conclusion
As Winkleman noted, the ethical debate began with Watergate and has gained momentum in the public relations community with the scandals involving Michael Deaver (indicted for perjury) and Anthony Franco (insider trading). Despite the lack of substantial empirical research literature on public relations ethics to date, there appears to be an increased interest in the subject of ethics among educators and researchers. For example, Public Relations Review devoted entire issues to the subject of ethics in 1989 and 1993.
Regardless of whether the public relations profession institutes a universal code as some are advocating, empirical evidence has shown that practitioners who base their decision-making on social responsibility and within ethical guidelines, whether personal or structural, will be more likely to be involved in policy decisions. In turn, practitioners will enhance their credibility with management and the public at large. Furthermore, observance of ethical principles demonstrate the mark of a profession.
Bioliography
Bivins, Thomas H. (1989). Ethical Implications of the Relationship of Purpose to Role and Function in Public Relations. Journal of Business Ethics. 8: 65-73.
Budd, Jr., John F. (1990). Public Relations Faces Its Moment of Truth. Public Relations Review. 16(4): 5-11.
Center, Allen H. and Jackson, Patrick. Ethics Woven Into the Decision-Making Process. Public Relations Practices: Managerial Case Studies and Problems. (Englewood Cliffs, New Jersey: Prentice Hall).
Cutlip, Scott M. (1992-1993). The Tobacco Wars: A Matter of Public Relations Ethics. Journal of Corporate Public Relations. 3: 26-31.
Finn, David (1993). Critical Choices Will Define Profession’s Value. Public Relations Journal. 49(9): 38, 40.
Grunig, James E. (1993). Public Relations and International Affairs: Effects, Ethics and Responsibility. Journal of International Affairs. 47(1): 137-162.
Hunt, Todd and Tirpok, Andrew (1993). Universal Ethics Code: An Idea Whose Time Has Come. Public Relations Review. 19(1): 1-11.
Judd, Larry R. (1989). Credibility, Public Relations and Social Responsibility. Public Relations Review. 15(2): 34-39.
Kruckeberg, Dean (1989). The Need for an International Code of Ethics. Public Relations Review. 15(2): 6-18.
Kruckeberg, Dean (1993). Universal Ethics Code: Both Feasible and Possible. Public Relations Review. 19(1): 21-31.
Pearson, Ron (1989). Albert J. Sullivan’s Theory of Public Relations Ethics. Public Relations Review. 15(2): 52-61.
Pratt, Cornelius B. (1991). Public Relations: The Empirical Research on Practitioner Ethics. Journal of Business Ethics. 10: 229-236.
Smith, Gerri L. and Heath, Robert L. (1990). Moral Appeals in Mobil Oil’s Op-Ed Campaign. Public Relations Review. 16(4): 48-53.
Winkleman, Michael (1987). Soul Searching. Public Relations Journal. 43.
Wright, Donald K. (1993). Enforcement Dilemma: Voluntary Nature of Public Relations Codes. Public Relations Review. 19(1): 13-20.
Wright, Donald K. (1989). Ethics Research in Public Relations: An Overview. Public Relations Review. 15(2): 3-5.
Wright, Donald K. (1989). Examining Ethical and Moral Values of Public Relations People. Public Relations Review. 15(2): 19-31.
Winkleman, Michael (1987). Soul Searching. Public Relations Journal. 43.
Pratt, Cornelius B. (1991). Public Relations: The Empirical Research on Practitioner Ethics. Journal of Business Ethics. 10, p.230-1.
Winkleman, Michael (1987). Soul Searching. Public Relations Journal. 43.
Kruckeberg, Dean (1989). The Need for an International Code of Ethics. Public Relations Review. 15(2), p.7.
Ibid, p.12.
Hunt, Todd and Tirpok, Andrew (1993). Universal Ethics Code: An Idea Whose Time Has Come. Public Relations Review. 19(1), p.5.
Ibid,p.10.
Kruckeberg, Dean (1993). Universal Ethics Code: Both Feasible and Possible. Public Relations Review. 19(1), p.22.
Ibid, p.30.
Schine, Eric (March 9, 1992). The Best Laid Ethics Programs. Business Week.
Center, Allen H. and Jackson, Patrick. Ethics Woven Into the Decision-Making Process. Public Relations Practices: Managerial Case Studies and Problems. (Englewood Cliffs, New Jersey: Prentice Hall), p.350.
Wright, Donald K. (1993). Enforcement Dilemma: Voluntary Nature of Public Relations Codes. Public Relations Review. 19(1), p.18.
Wright, Donald K. (1989). Examining Ethical and Moral Values of Public Relations People. Public Relations Review. 15(2), p.19.
Winkleman, Michael (1987). Soul Searching. Public Relations Journal. 43.
Ibid.
Judd, Larry R. (1989). Credibility, Public Relations and Social Responsibility. Public Relations Review. 15(2), p.35.
Grunig, James E. (1993). Public Relations and International Affairs: Effects, Ethics and Responsibility. Journal of International Affairs. 47(1), p.140.
Ibid, p.157-8.
Bivins, Thomas H. (1989). Ethical Implications of the Relationship of Purpose to Role and Function in Public Relations. Journal of Business Ethics. 8, p.69.
Center, Allen H. and Jackson, Patrick. Standards, Ethics, and Values. Public Relations Practices: Managerial Case Studies and Problems. (Englewood Cliffs, New Jersey: Prentice Hall), p.319.
Winkleman, Michael (1987). Soul Searching. Public Relations Journal. 43.