Applying ethical theory to public relations

There seems to be a prevailing belief among public relations professionals that ethical problems can easily be solved by either reference to a simplified code or citation of a few well-worn platitudes. However, the route to a more complete understanding of questions of ethics is circuitous and often painstaking. By applying a number of ethical theories to a public relations problem, both the skilled public relations technician and the public relations professional may arrive at similar conclusions concerning moral obligations; however, the professional is in the most favorable position to effect change.Thomas H. Bivins is Assistant Professor at the University of Oregon, School of Journalism. He is also Head of Public Relations Sequence and has been awarded Public Relations Student Society of America: Faculty Advisor of the Year, 1984, 1986.