What are ethics; is it the difference between what is right & wrong or what feels right & wrong…
The readings made me think more about ‘Public Relations Theory/Practice’ in that the ethical decisions aren’t always a question of legally what is correct but the best image control; “The role of public relations in today’s society is to build bridges and alliances with different publics…” Pg111.
Ethical dilemmas are often about a reputation which is on stake, being careful to take the option that feels will give the best results even if it isn’t necessary.
While it is often financially costly to choose the ethically correct option, in the long run it is better for the public relations side to put in the time to smooth things over not just pretend it never happen.
However in talking about how a PR person chooses to handle an ethical problem, I think the key points to remember from this week's readings are the fact that while as mentioned it might be legal to NOT take the ethical approach, there are still other codes of conduct which must be complied with such as PRIA (The Public Relations Institute Of Australia), MEAA (The Media Entertainment and Arts Alliance), PRSA (Public Relations Society of America) and IABC (International Association of Business Communicators).
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