We are currently in an era where the profession of public relations is widely viewed as being “spin doctors” and hype can often eclipse reality. Most individuals see public relations as people who manipulate the public mind, rather than tell the truth. We are often accused of distorting reality, propaganda and withholding information. With these circumstances, you could have thought that “ethical public relations” was an oxymoron. Although not everyone is in tune with today’s public relation’s world, it is critical to assert a practitioners' beliefs of ethics in the practice of public relations. Being an ethical public relations practitioner is fundamental, especially when it is your duty to build trust and enhance stakeholders’ reputations. …show more content…
To become a well- respected and trustworthy practitioner we have to be aware of how we deal with media and portray our clientele. Even though you may view something as ethical someone else may disagree, which could be the result of the person having a deontological or a consequentialist ethical view. Even though there is a list of ethical views I wanted to focus on two, in particular, deontology and consequentialism. Deontology and Consequentialism can be extremely similar philosophical views as they focus on doing the greater good. However, both contain key factors that make each idea unique and different. It could be said that both theories arrive at the same conclusion but through the way of different paths. Though, beyond the surface each of these ethical ideologies, they begin to differ …show more content…
Therefore, a morally right action is one that produces a good outcome or result and the ends justify the means. This would mean that a consequentialist person would make their ethical decisions based on costs and benefits, so the morally right action is one of the best overall consequences. The benefits of this approach are that you have to take into consideration all alternatives and think about what consequences will follow your actions. Like deontology, there are problems with having a fully consequential ethical view. It is important to note that with the positives there are also problems that can arise with this point of view. The major problem with this approach is how can you efficiently calculate the greatest good? as you are required to guess the benefits of the outcome of your choice?. One example of this could be what if a solution drastically harms a minority group, would it is considered ethical if the majority group benefited from the consequential decision. It is important to realize that this would negate the goal of public relations which is to build relationships and trust with all stakeholder groups. Grunig states that this is a faulty line of reasoning when he suggested that “We believe, in contrast, the public relations should be based on a worldview that incorporates ethics
Newsom, D., Turk, J., & Kruckeberg, D. (2013). This Is PR: The Realities of Public Relations
Deontology diverges from consequentialism because deontology concentrates on the rightness or wrongness of the actions themselves instead of the consequences. There are different types of deontological theories. According to Kant, theoretical reasoning helps us discover what we should believe whereas the practical reasoning tells us what we should do. Morality falls under theoretical reasoning. In Kantian deontology, motives matter. Rather than consequences, it is the motive of an action makes that action morally right or wrong. Likewise, if an action intends to hurt someone, but eventually it benefits the other person, then it does not make that action morally right. All in all, deontology comes down to common-sense: whether it is a good action or a bad
According to consequentialist theory, a right action is one that maximizes the good. Utility, or the greatest happiness principle “holds that actions are right in proportion as they tend to promote happiness, wrong as they tend to produce the reverse of happiness.” The greatest happiness principle also holds that the right action increases total amount of utility in the world: “the happiness which forms the utilitarian standard of what is right in conduct, is not the agent 's own happiness, but that of all concerned” (Mill 5). The principle of Utility states that “…happiness is intended pleasure, and the absence of pain…” (Mill 2). An action is right if it maximizes the good, that being happiness, as it is the only thing that is
Public relations are the practice of distributing the information between an organisation or individual and the public. The aim of PR practitioners by the client is often is to persuade stakeholders, partners, employees, investors and most importantly, the public. The practitioner’s communication stance is reaching the individuals or organisation ultimate goal. However many can examine and scrutinize public relations ethics to assert a PR problem within the industry. All PR organisations and individuals have a code of ethics of which the professionals are expected to follow. Regardless of these guidelines, ethics in individual practices seem to prove continuous and consistent violation worldwide. The James Hardie Industry, a company that is known for knowingly using products that caused thousands of people throughout Australia to grow to become sick and even resulting in death, from its products that produced massive profits is a prime example of the PR problem. However ethical communication and critically reflective practices are procedures that benefit both the public and the organisation when use correctly, opposite to the James Hardie case.
ABSTRACT: Recently, unrestrained consequentialism has been defended against the charge that it leads to unacceptable trade-offs by showing a trade-off accepted by many of us is not justified by any of the usual nonconsequenlist arguments. The particular trade-off involves raising the speed limit on the Interstate Highway System. As a society, we seemingly accept a trade-off of lives for convenience. This defense of consequentialism may be a tu quoque, but it does challenge nonconsequentialists to adequately justify a multitude of social decisions. Work by the deontologist Frances Kamm, conjoined with a perspective deployed by several economists on the relation between social costs and lives lost, is relevant. It provides a starting point by justifying decisions which involve trading lives only for other lives. But the perspective also recognizes that using resources in excess of some figure (perhaps as low as $7.5 million) to save a life causes us to forego other live-saving activities, thus causing a net loss of life. Setting a speed limit as low as 35 miles per hour might indeed save some lives, but the loss of productivity due to the increased time spent in travel would cost an even greater number of lives. Therefore, many trade-offs do not simply involve trading lives for some lesser value (e.g., convenience), but are justified as allowing some to die in order to save a greater number.
8- Alexander, Larry, Alexander,. "Deontological Ethics." The Stanford Encyclopedia of Philosophy, Edward N. Zalta (ed.)
Ethics is not a concept that is thought about often, but it is practiced on a daily basis. Even while unconscious of the fact, people consider ethics while making every choice in life. There are many theories to which people allude, but two radically different theories that are sometimes practiced are deontology and utilitarianism. Deontology deals with actions in a situation while utilitarianism examines the consequences of those actions. While polar opposites on the broad spectrum of ethics, deontology and utilitarianism are bioethical theories that can be applied to nursing practice and personal life situations.
According to consequentialism, not deontology, the doctor should and must sacrifice that one man in order to save for others. Thus, maximizing the good. However, deontological thought contests this way of thinking by contending that it is immoral to kill the innocent despite the fact one would be maximizing the good. Deontologists create concrete distinctions between what is moral right and wrong and use their morals as a guide when making choices. Deontologists generate restrictions against maximizing the good when it interferes with moral standards.
Public relations practitioners are often described as an organization’s voice, positioning messages in the media to ensure the organization is perceived as beneficial, relevant, and credible. According to Zoch and Molleda (2006), this role is defined as “media relations” and is a pivotal aspect of the public relations profession. Two theoretical frameworks, agenda setting and framing are at the core of effective media engagement. Agenda setting is the process determining which social issues dominate public discourse, and framing is the way each issue is presented to the public (Dearing & Rogers, 1996; Hallahan, 1999). First, public relations practitioners use agenda setting to garner media coverage for its organization and its stakeholders
The discipline of public relations is a modern profession which has been in existence for only close to a century; however, it has already taken an important role in the fields of business, government, entertainment and non-profit organizations including educational institutions and healthcare organizations. Public relations professionals are required to have excellent organizational, interpersonal and communication skills and have the ability to persuade the public. It is imperative for PR professionals to effectively communicate with its public in order to establish and maintain a positive relationship. Furthermore, public relations professionals must have the ability to work under pressure and effectively manage crisis which may have detrimental effect on the company and the public it serves. State purpose of paper and an overview of what will be covered in the introduction
Two ideologies that exist in ethics and apply to decision-making are utilitarian and deontological viewpoints. Ethical theories provide a systematic approach to decision-making toward the applications of standard principles. “In utilitarian ethics, outcomes justify the means or ways to achieve it” (Mandal, Ponnambath, & Parija, 2016, p. 5). Decisions made considering utility are based benefitting the greatest number of people. In utilitarianism, outcomes determine the moral nature of interventions. Some people are to experience harm, but the overall outcome is good for most individuals. Applying utilitarianism personally or professionally seems relevant when considering its ideology maximizes happiness and minimizes suffering. Utilitarianism
A nonconsequentialist act is the deontology theory. Deontology is a moral obligation or duty to act relating to a principle or rule. Deontology requires the act of humanity. It is never the treatment as a means to an end. A rule of deontology is that one should act in a manner that maxim the act intending to develop the act as a universal law. However, deontology can obligate someone to act in a way that seems wrong and unethical (Mossier, 2013). It is a rigid theory that fails to capture the complex issues that arise. Therefore, one would need to act as everyone would act in that specific situation. When applying the deontology theory, one should focus on the will of the person acting, the person’s intention of carrying out the act, and the rule according to which the act is carried out. Deontology can impact human life within society through the application to the principal in gender equality in areas of employment, health care, and the education system. The
These are two ethical theories, they both have similarities and differences. While Consequentialism usually focuses on the moral worth of an act, deontological theories usually focus on judging the actual actions themselves. According to Peterson (2013) consequentialism usually focuses on the consequences of taking some decision or the results of a specific ethical decision that was chosen by an individual. It is about how many people will benefit from the act that will be taken by the police. This means if the police are making the decision, according to this theory, they need to ask themselves what exactly they want to do and who is the beneficiary of the action (Carlson, 2013). Deontology more less is the sense of morality, what is right and what is deemed wrong.
Utilitarianism is one of the best known and influential moral theories. There are two different meanings to two words but at times, they can be the same perspective. Utilitarianism is different from ethical theories it makes the rightness and wrongness of an act dependent to a person. The right thing can be done from a bad motivation. There are consequences including good or bad by the act. It is between an action and their happiness or unhappy outcomes depending on the circumstances. There is no moral principle only itself of utilitarianism. It balances the individuality and community of happiness. The purpose of the morality is by making life better and increasing that amount of good deed. “Another aspect of utilitarianism is the belief that
Today, public relations is a complex profession by thousands of thousands of people all the world to practice. Almost all large and small organizations have their own public relations department or they need to outsource their public relations to a company. Public relations practitioners work for schools and universities, companies, governments, professional and trade associations, hospitals, hotels, non-profit charities, and other else more (Grunig, 2001). Therefore, PR is an important department for organizations.