Two Approaches to Global Ethics

As previously discussed in Lesson #1, some say that universal ethics is possible while others say that factors, such as social, culture, economic and political contexts, affect ethical values. Taylor and Yang’s study of the codes of ethics of 33 public relations associations and eight international associations from six regions found that some countries adopt an organization-centric approach to ethics. This approach highlights the values of professionalism, clients’ interests and expertise and focuses on the ability of individual practitioners to serve the interests of organizations. Others adopt a sociological approach to ethics, highlighting the values of relationship-building and advocacy. This approach focuses on public relations’ duty to uphold high moral standards in society. Although universal ethics are possible and feasible, some ethical values are prioritized more than others. Ethical principles, as a matter of priority, could vary from country to country and from situation to situation.

There are standards of ethics held in all countries. Yet, a question remains: under what circumstances would one be motivated not to comply with these standards?  Price suggested that “the action-guiding force of moral principles depends greatly on the extent to which we can reasonably expect that immoral behavior will be found out and, upon being found out, that it will be punished.” The lack of a framework which guides situation-specific codes continues to cause problems in professional ethics, such as emphasizing “excellence, best practice, and idealized versions of the profession.” For example, Burleson and Kline (1979) outlined that participants must be given equal chance to initiate conversations, make challenges and explanations and be free of manipulations, but there are times when persuasion is necessary and beneficial. In the context of global public relations, the culture-centered approach seeks to generate conversations based on truthful and co-constructed dialogue to challenge taken-for-granted assumptions. But this view continues to be considered the best practice or idealized version of the profession.