Choose your PR ethics!

Yesterday in class we had our ethics debate.

A recommended ethical framework for us to use was Cultural Relativism: "moral truths are subjective, dynamic, changing, constructed by society." This philosophy claims there is no universal right or wrong, no such thing as ultimate truth. So, basically, our PR actions depend on social customs, own moral beliefs, and stakeholders' virtues.



This approach is extremely popular in all aspects of today's society, and I admit, I do find it reasonable as well. But only to some extent.

Cultural Relativism does not give clear answers or guidelines (are goodie bags ethical? is paying for access ok?) Everybody will have their own, very subjective truth.

By the way, talking about goodie bags and other treats for journalists, there is a very interesting article I found in PR Week, it's called Freebies and the Moral Maze.
(here is the link: http://www.prweek.com/uk/search/article/541218// )




However, one can adapt the values of Cultural Relativism so that they actually work well for everybody. Anne Gregory suggests: when making your decision, look at the folowing aspects that "will lead towards sound results and peaceful nights":


1) The individual (does it feel right or wrong to you?)


2) The external guides (the law, professional codes of practice)


3) Decision making models


for ex. Parsons decision-making model quoted by Anne Gregory. Ask yourself:


1) Is there harm involved?

2) Is there a missed opportunity to do smth. good?

3) Could anyone be misled?

4) Will anyone's privacy be invaded?


5) Is it unfair to anyone?

Easy. Don't you think?


References:


1) http://www.gotquestions.org/cultural-relativism.html (ok, a really pro-Christian view, but the authors make excellent points calling on our conscience, especially in examples with fascism movement and "Aryan superiority" values in Hitler Germany

2) http://www.allaboutphilosophy.org/cultural-relativism.htm to me, personally, this sounds merely extreme (according to the authors, the Darwin theory of evolution also stems from Cultural Relativism)

3) Gregory, A., (2006). The Truth and the Whole Truth? In: Hopsbaum, J. (editor) Where the Truth Lies. Trust and Morality in PR and Journalism. London: Atlantic Books, pp.98-109.