Public Relations Value Systems

The four models of public relations not only represent the development of ethical practice in public relations, but they also illustrate two value systems within public relations. Albert Sullivan identified these two value systems as a partisan value system and mutuality value system. The partisan value system is displayed in the first three models of public relations: press agentry, public information, and two-way asymmetrical. In these models, the organization is primary. The public relations professional uses the values of loyalty, commitment, and obedience to enhance the organization and its position in society. The second value system, mutuality, is displayed in the two-way symmetrical model of public relations and includes the interests and rights of others. Sullivan believed that the mutuality value system leads the truly ethical public relations professional. Using this value system, public relations professionals not only consider the interests of the organization, but also the basic rights of all stakeholders affected by the organization.

Sullivan identified three basic rights that the mutuality value system protects:

1. the basic rights of individuals to accurate and complete information regarding matters that affect them
2. the right to participate in decisions that affect them
3. the right to have their rights represented by others

Like the two-way symmetrical model, mutuality is societal focused. It is built on the ethical development of previous models. For example, the press agentry model introduces the importance of organizational interest in the practice of public relations. The public information model adds the importance of honest and accurate information when promoting the organization. The two-way asymmetrical model incorporates a feedback loop that allows professionals to expand their ethical focus to key organizational stakeholders. Finally, the mutuality value system or the two-way symmetrical model, encourages ethical professionals to develop a societal perspective that can guide the ethical practice of public relations.