List of Figures

Chapter 1: Before We BeginNew Profession or One of the Oldest?

Figure 1.1: Measuring your PQ

Chapter 2: A Tangled Webthe ˜Truth About PR Ethics

Figure 2.1: Your honesty assessment

Chapter 3: To Do No Harmthe Issue of Trust

Figure 3.1: Juggling your loyalties

Chapter 7: Your Staircase to Respect

Figure 7.1: The staircase to respect

Figure 7.2: Kohlberg's stages of moral development (your reasons for doing what's ˜right)

Figure 7.3: Test your manners

Figure 7.4: Public relations competence check list

Chapter 8: The Good, the Bad And the (Almost) UglyEthics Codes

Figure 8.1: Questions for creating your personal code

Chapter 9: Sex And the Single (or Not) PR PractitionerConflict of Interest

Figure 9.1: Avoiding conflicts of interest

Chapter 13: Good Causes and Bad Taste

Figure 13.1: Questions to assess the ethics of selecting good causes

Chapter 15: The True Reality of Everyday EthicsMaking Decisions

Figure 15.1: The process of PR decision-making revisited

Figure 15.2: Recognizing an ethical issue using the ˜PR Pillars

Figure 15.3: The ˜Potter Box

Figure 15.4: Peter Drucker's ˜mirror test

Figure 15.5: A model for ethics decisions: best practice in public relations