| |
| |
| 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 | |