Ethics & the Public Relations Models: Public Information Model

The public information model, the second level of public relations, is often described as the “journalist-in-residence” model. It utilizes media relation techniques to place public relations information into news stories. Championed by public relations pioneer Ivy Lee, this model focuses on truthful and accurate information in order to gain third-party endorsement.

Curtin and Boynton identify two ethical orientations for this model, axiology and deontology. Axiological ethical reasoning supports a focus on virtues. Aristotle, a leading axiological ethicist, believed virtues guide ethical behavior. A virtuous person has ethical habits that guide consistent ethical action. The public information model introduces the virtues of honesty and accuracy and encourages the consistent application of these virtues. Public relations professionals in this model provide honest and accurate information to news media. Unlike the press agentry model, the practitioners in this model adhere to virtues to ensure the ethical development and dissemination of information.

The identification of virtues in the public information model leads to the deontological ethical orientation through the systematic adoption of these virtues by professional organizations. Both the Public Relations Society of America (PRSA) Code of Ethics and the Society of Journalists Code of Ethics require professionals to adhere to honesty and the dissemination of accurate information. The adherence to a professional code of ethics follows a deontological ethical approach. Professionals follow a prescribed code of ethics that guide their behavior. For example, the PRSA Code of Ethics directs professionals to “adhere to the highest standards of accuracy and truth,” and to “advocate the free flow of accurate and truthful information,” when working with the media. Such a deontological perspective guides public relations practice within the public information model.

This model represents an ethical step forward in the development of public relations practice. While the press agentry model embraced a self-interest approach, this model highlights the needs of others in its ethical consideration, using the code of ethics as a guide. Public relations professionals can test the ethics of the public information model using the professional ethic principle. This principle guides professionals to only take action that would be considered appropriate by an objective panel of public relations professionals.