OTHER APPROACHES

Before we move into the process of taking that second look at your decision, we need to recognize that there are other models for decision-making: the one we've just examined in some detail is not the only one. Another approach you might consider was developed originally for doctors , nurses and other health professionals who are faced with ethical decisions in their everyday practice. This technique suggests that we begin at the top and percolate our thoughts on a particular ethical problem through finer and finer considerations of the dilemma. The steps in the percolation approach to ethical decision-making as applied to public relations are the following:

1. Gather appropriate and correct information.

2. Differentiate between what needs we and others have relative to the situation versus what we merely want from it.

3. Examine relevant civil laws and codes of ethics.

4. Consider your moral duties .

5. Determine whether the proposed solution represents benefit or burden and to whom.

6. Make a decision.

7. Re-examine the situation and the decision to determine if you need to filter any of the components further and from what point. ^[4]

Health professionals have been dealing with ethical dilemmas since Hippocrates and his famous oath. As PR practitioners , members of a relatively new professional discipline, we can learn from other more experienced professionals. Now we'll move on to that issue of taking a second look at a decision.

^[4] Parsons, Arthur and Parsons, Patricia (1992) Health Care Ethics , Wall and Emerson, Toronto