| |
| |
List of figures | |
| |
| |
About the author | |
| |
| |
About the consultant editor | |
| |
| |
Foreword | |
| |
| |
Preface | |
| |
| |
| |
What Lies Beneath | |
| |
| |
| |
Before we begin: new profession... or one of the oldest? | |
| |
| |
Public relations ethics: oxymoron? | |
| |
| |
A tarnished history | |
| |
| |
Defining our terms | |
| |
| |
A profession or professionalism? | |
| |
| |
Aspiring to professionalism | |
| |
| |
Measuring your professionalism quotient | |
| |
| |
| |
Untangling the web: the 'truth' and other strangers | |
| |
| |
An epidemic of lying | |
| |
| |
The 'truth' in public relations | |
| |
| |
Can you predict honesty? | |
| |
| |
One principle among several | |
| |
| |
| |
Truth, trust and the virtue of being 'good' | |
| |
| |
Truth and trust | |
| |
| |
The limits of organizational responsibility | |
| |
| |
To whom are you loyal? | |
| |
| |
The virtue of being 'good' | |
| |
| |
| |
Whose rights are right? | |
| |
| |
Rights and responsibilities | |
| |
| |
When my right conflicts with yours | |
| |
| |
Conflicting rights in public relations | |
| |
| |
| |
The trouble with rules | |
| |
| |
Rules rule our lives | |
| |
| |
Those darn deontologists | |
| |
| |
The real trouble with rules | |
| |
| |
'Situations alter cases' | |
| |
| |
Moral relativism and situations | |
| |
| |
The problem with situations | |
| |
| |
| |
Robin Hood ethics | |
| |
| |
What the heck is 'utilitarianism'? | |
| |
| |
Motives be damned | |
| |
| |
Problems with Robin Hood | |
| |
| |
| |
Ethics and the Practitioner | |
| |
| |
| |
Your staircase to respect | |
| |
| |
R-E-S-P-E-C-T | |
| |
| |
Still the moral child | |
| |
| |
The moral child grows up | |
| |
| |
An ethical litmus test? | |
| |
| |
More than good manners: ethics and etiquette | |
| |
| |
Morality and your level of competence | |
| |
| |
The virtue of humility | |
| |
| |
| |
The good, the bad and the (almost) ugly: ethics codes | |
| |
| |
Codes as contracts | |
| |
| |
Minimum standards or ideals? | |
| |
| |
Who needs codes, anyway? | |
| |
| |
A global code? | |
| |
| |
Relying on a personal code | |
| |
| |
Using personal values | |
| |
| |
Developing your own code | |
| |
| |
| |
Sex and the single (or not) PR practitioner: conflict of interest | |
| |
| |
Defining a conflict | |
| |
| |
Sleeping with... the enemy? | |
| |
| |
Practicalities before ethics | |
| |
| |
Outside conflicts | |
| |
| |
Personal relationships and ethical principles | |
| |
| |
Other conflict situations | |
| |
| |
| |
You... against the world | |
| |
| |
A dilemma you don't need | |
| |
| |
A continuum of tattling | |
| |
| |
How to be a whistle-blower | |
| |
| |
Tattling | |
| |
| |
The temptations of moonlighting | |
| |
| |
| |
Strategies and Dilemmas | |
| |
| |
| |
PR ethics and the media: the old and the new | |
| |
| |
Our relationship with journalists | |
| |
| |
Media access and ethics | |
| |
| |
Journalists have codes, too | |
| |
| |
Aspects of ethical media relations | |
| |
| |
Media transparency and PR ethics | |
| |
| |
PR ethics and the new social order | |
| |
| |
| |
Persuasion... or propaganda? | |
| |
| |
Engineering consent | |
| |
| |
Ethical persuasion... an oxymoron? | |
| |
| |
PR for biker gangs? | |
| |
| |
Any client, any time? | |
| |
| |
The advocate arises | |
| |
| |
The 'right' to PR counsel | |
| |
| |
Sneaky propaganda | |
| |
| |
A war of words | |
| |
| |
The pitfalls of euphemism | |
| |
| |
Doublespeak | |
| |
| |
The 'controlled lexicon' | |
| |
| |
The vocabulary of public relations | |
| |
| |
Persuasion by lobby | |
| |
| |
Transparency versus obfuscation | |
| |
| |
| |
Good causes and bad taste | |
| |
| |
'Aware' of the issues | |
| |
| |
A staple of community relations | |
| |
| |
Seeking a good fit | |
| |
| |
From good causes to good taste | |
| |
| |
| |
Authorship and deception | |
| |
| |
A PR practice | |
| |
| |
The unseen author | |
| |
| |
Crossing the line? | |
| |
| |
Acceptable versus unacceptable uses | |
| |
| |
| |
Organizations, Ethics and Public Relations | |
| |
| |
| |
The true reality of everyday ethics: making decisions | |
| |
| |
Why make a decision at all? | |
| |
| |
The best you can hope for | |
| |
| |
Ethical dilemmas: not all the same | |
| |
| |
Decision steps | |
| |
| |
Making those ethical decisions in PR | |
| |
| |
A case in point | |
| |
| |
Other approaches | |
| |
| |
Criteria for second guessing | |
| |
| |
PR practitioners as ethical decision-makers | |
| |
| |
The researcher told us so | |
| |
| |
| |
PR and the corporate ethics programme | |
| |
| |
Organizational ethics/PR ethics: not the same thing | |
| |
| |
Ethics as window-dressing | |
| |
| |
Social responsibility defined | |
| |
| |
The case of the triple bottom line | |
| |
| |
Organizational ethics and PR | |
| |
| |
| |
Making business accountable: the 'new breed' of PR | |
| |
| |
Back to the classroom | |
| |
| |
Teaching and learning | |
| |
| |
Learning about ethics | |
| |
| |
Drawing to a conclusion | |
| |
| |
| |
For your bookshelf | |
| |
| |
| |
Chartered Institute of Public Relations Code of Conduct | |
| |
| |
| |
Guidelines for the ethics audit | |
| |
| |
Index | |