Diversity & Ethics

From an ethical standpoint, organizations do the right thing when they value internal diversity to communicate with diverse publics effectively. As Larissa Grunig and Elizabeth Toth (2006) point out, “ethical public relations can equate with effective public relations.”

The authors also note that organizations adapting a deontological diversity concept “see their publics as more than means of attaining their ends.” Deontology refers to following the rules, or a code of ethics. These organizations also “seek to minimize the power differences that too often have put women, young people, old people, those from minority races and cultures, the so-called under classes, those who are too plain or too good-looking, and the physically challenged in a one-down position based on their supposed reference group” (p. 52).

L. Grunig and Toth (2006) point out that public relations societies often specifically mention diversity and cultural differences in their Code of Ethics.

For example, the Code of Ethics for the International Association of Business Communicators notes the following as No. 6 out of 11 principles:

“I am sensitive to others cultural values and beliefs.”

Additionally, the Global Principles of Ethics for the Global Alliance for Public Relations and Communication Management notes the following as No. 2 out of 16 guiding principles: “Obeying laws and respect diversity and local customs.”

Furthermore, the Code of Conduct for the International Public Relations Association notes dialogue as No. 3 of its 18 principles:

“Dialogue: Seek to establish the moral, cultural and intellectual conditions for dialogue, and recognise the rights of all parties involved to state their case and express their views.”

However, the Public Relations Society of America, which describes itself as the nation’s leading professional organization serving the communications community,” lists fairness in its professional values statement: “We respect all opinions and support the right of free expression.”