Management in Bp

One of the biggest ethical challenges for practitioners has to constantly reconcile the conflicting loyalties and duties that they have. Craig Miyamoto discusses the duty to the “Five masters” as he calls the five duties of public relations professionals as described by Philip Seib and Kathy Fitzpatrick in Public Relations Ethics (1995), e.g. self, client, employer, profession and society.
Practitioners are expected to first consider their own value system and personal ethical codes. These will guide decisions based on what you truly believe is right or wrong. Ask yourself, "Can I sacrifice my own personal values for the client, for my employer, for my profession, or for society?"
The client is generally the first loyalty beyond self. Practitioners should ask themselves, "Knowing what I know, can I represent the client?" If practitioners knowingly allow harmful work to continue, they'll be violating their duty to the public, which many would agree takes precedence over duty to employer.
It is assumed that practitioners have a duty to support their profession and their professional colleagues. In this way common standards of behaviour can be agreed and the bounds of acceptable practice established. Very important in this respect are the established Codes of professional conduct of PR practitioners.
Finally, society is the key component to ethical public relations decisions. PR practitioners are expected to serve the public interest. This essay supports that this particular “master” takes precedence over all the others, including self.
For public relations practitioners the stakes have never been higher, both personally and professionally. Increasingly, CSR advocates have, to their credit, transformed corporate expectations into corporate demands. So too have the expectations and demands on public relations changed. Some scholars (Falconi 2004, pp. 92-94;...