A personal code of ethic may be vital in such cases. The decision to reject or accept the firm needs to be backed by reason and thorough analysis. Normative ethics teaches that we should do to others what we will like them to do to us. There is a need to ask whether, the practitioner is comfortable if his/her firm was rejected. Also, I should also consider the general public. The deontological or nonconsequentialist theorists assert that we have a duty or an obligation to others (DiStaso and Bortree 228). Immanuel Kant argued that we have a duty to oneself and others. In this context, I should understand that I have a duty to the public. Kant urges there is a single, self-evident principle of reason. Kant called it the categorical imperative and one version says that we should treat people as an end, not as a means. As a public relation practitioner, I should not be using people for selfish gains. It is wrong to accept the firm just because I need the money, but I should treat the firm with dignity.The consequences of a practitioners actions should help in deciding the right behavior. Consequentialism accepts an action to be right if its results are favorable. They are referred as teleological theories since they emphasize the end result of an action. Utilitarianism urges that an action is morally right if its consequences leave the society better off than it was before. How is accepting a company like Apple leave everyone better off? Such decision requires a strong personal code of ethics.Public relation practitioners use persuasion to rally the public behind a company. The act of persuasion can sometimes go overboard and influence the public in the wrong direction. Excessive persuasion could be termed as coercion since the audience is forced to accept the ideas presented. If I undermine the other person’s will and integrity, this can be termed as coercion and is the direct opposite of Kant’s idea of the categorical imperative. In most cases, the public relation practitioner’s motivation for persuading people to get behind a cause is money. Such a case treats people as means instead of an end (Parsons 20). The ethical level of persuasion to employ is hard to determine. Heavy persuasion may be required to lobby people to support a public health campaign. But how do I decide the right level of persuasion when dealing with a private company that
“Aristotle - the Golden Mean.” Text. N.p., 4 May 2015. Web. 29 Apr. 2015.
DiStaso, Marcia W., and Denise Sevick Bortree. Ethical Practice of Social Media in Public Relations. Routledge, 2014. Print.
Fawkes, Johanna. Public Relations Ethics and Professionalism: The Shadow of Excellence. Routledge, 2014. Print.
Fieser, James. “Ethics | Internet Encyclopedia of Philosophy.” Text. N.p., 4 May 2015. Web. 3 May 2015.
NUPGE. “Apple Admits Using Child Labour | National Union of Public and General Employees.” Text. N.p., 4 May 2015. Web. 3 May 2015.
Parsons, Patricia. Ethics in Public Relations: A Guide to Best Practice. Kogan Page Publishers, 2008. Print.
“SPJ Code of Ethics | Society of Professional Journalists | Improving and Protecting Journalism since 1909.” Text. N.p., 6 Sept. 2014. Web. 29 Apr. 2015.
Please type your essay title, choose your document type, enter your email and we send you essay samples