Table of Contents

ethics in public relations: a guide to best practice
Ethics in Public Relations: A Guide to Best Practice
by Patricia J. Parsons   ISBN:074944276x
Kogan Page © 2004 (187 pages)

Can you really learn ethics? This practical text for PR practitioners examines how an individual™s sense of morality has an impact on decision-making and ethical business behavior.

Table of Contents
Ethics In Public Relations”A Guide to Best Practice
Part 1 - What Lies Beneath
Chapter 1 - Before We Begin”New Profession ¦ or One of the Oldest?
Chapter 2 - A Tangled Web”the ˜Truth™ About PR Ethics
Chapter 3 - To Do No Harm”the Issue of Trust
Chapter 4 - Whose Rights Are Right?
Chapter 5 - The Trouble With Rules
Chapter 6 - Robin Hood Ethics
Part 2 - Ethics and the Practitioner
Chapter 7 - Your Staircase to Respect
Chapter 8 - The Good, the Bad And the (Almost) Ugly”Ethics Codes
Chapter 9 - Sex And the Single (or Not) PR Practitioner”Conflict of Interest
Chapter 10 - You ¦ Against the World
Part 3 - Strategies and Dilemmas
Chapter 11 - Media Relations”Breeding Ground for Ethical Problems
Chapter 12 - Persuasion ¦ or Propaganda?
Chapter 13 - Good Causes and Bad Taste
Chapter 14 - PR and Plagiarism
Part 4 - Organizations, Ethics and Public Relations
Chapter 15 - The True Reality of Everyday Ethics”Making Decisions
Chapter 16 - PR and the Corporate Ethics Programme
Chapter 17 - Making Business Accountable”the ˜New Breed™ of PR
Appendix 1 - For Your Bookshelf
Appendix 2 - Institute of Public Relations Code of Conduct (Reproduced by permission of the IPR)
Appendix 3 - Guidelines for the Ethics Audit
List of Figures

Back Cover

Ethical questions and dilemmas are inherent to public relations, and ensuring that practitioners operate ethically is fundamental to the professionalism and credibility of the field. Ethics in Public Relation gives readers the tools and knowledge to enable them to make defensible decisions, and outlines the important ethical concerns in public relations and corporate communications.

Written in a practical and approachable style, this is not another ˜tome on ethical theory but rather a clear insight into the personal and professional issues that affect public relations practitioners. It examines how an individual s sense of morality has an impact on decision-making and ethical business behaviour. Overall, the purpose of Ethics in Public Relation is threefold:

  • to provide a framework for understanding important ethical issues in public relations and corporate communications now and in the future
  • to help develop an attitude that supports the concept that ethics are key to professionalism and credibility in the field
  • to assist in everyday ethical decision-making

Written by a leading academic in the field, this practical and engaging title is a must-have for any public relations practitioner or student who wants a framework that relates underlying ethical theories to everyday issues.

About the Authors

Patricia J Parsons is Associate Professor and past chair of the Department of Public Relations at Mount Saint Vincent University in Halifax, Nova Scotia, Canada. She currently teaches courses in strategy and managing organizational public relations, and public relations ethics to undergraduates. She also provides a consultative practice in healthcare communication and PR through her consultancy, Biomedical Communications Inc.