Journal of Mass Media Ethics 16 (2 & 3):78 – 98 (2001)
|Abstract||As a relatively young profession, public relations seeks a realistic ethics foundation. A continuing debate in public relations has pitted journalistic/objectivity ethics against the advocacy ethics that may be more appropriate in an adversarial society. As the journalistic/objectivity influence has waned, the debate has evolved, pitting the advocacy/adversarial foundation against the two-way symmetrical model of public relations, which seeks to build consensus and holds that an organization itself, not an opposing public, sometimes may need to change to build a productive relationship. A similar battle between adversarial advocacy and symmetry occurred during the emergence of rhetoric in the Athens of the 4th century B.C. Plato and Aristotle favored adversarial/advocacy rhetoric, whereas Isocrates favored a symmetrical rhetoric. Four criteria of comparison of those rhetorics are examined: success of the respective schools, success of the respective graduates, the evaluation of later Roman rhetoricians, and the impact on the future of education. History shows that Isocrates's symmetrical rhetoric clearly was more effective than its adversarial/advocacy rivals. Recent studies of the two-way symmetrical model concur, indicating that it may well be the most effective foundation for public relations ethics.|
|Keywords||No keywords specified (fix it)|
|Through your library||Configure|
Similar books and articles
Thomas H. Bivins (1987). Applying Ethical Theory to Public Relations. Journal of Business Ethics 6 (3):195 - 200.
Sherry Baker (2002). The Theoretical Ground for Public Relations Practice and Ethics: A Koehnian Analysis. Journal of Business Ethics 35 (3):191 - 205.
Rachel Barney (2010). Gorgias' Defense: Plato and His Opponents on Rhetoric and the Good. Southern Journal of Philosophy 48 (1):95-121.
Kathy Fitzpatrick & Candace Gauthier (2001). Toward a Professional Responsibility Theory of Public Relations Ethics. Journal of Mass Media Ethics 16 (2 & 3):193 – 212.
Yi-Hui Huang (2001). Should a Public Relations Code of Ethics Be Enforced? Journal of Business Ethics 31 (3):259 - 270.
Thomas H. Bivins (1989). Are Public Relations Texts Covering Ethics Adequately? Journal of Mass Media Ethics 4 (1):39 – 52.
Shannon A. Bowen (2010). An Overview of the Public Relations Function. Business Expert Press.
Genevieve McBride (1989). Ethical Thought in Public Relations History: Seeking a Relevant Perspective. Journal of Mass Media Ethics 4 (1):5 – 20.
Charles Marsh (2001). Public Relations Ethics: Contrasting Models From the Rhetorics of Plato, Aristotle, and Isocrates. Journal of Mass Media Ethics 16 (2-3):78-98.
Charles W. Marsh Jr (2001). Public Relations Ethics: Contrasting Models From the Rhetorics of Plato, Aristotle, and Isocrates. Journal of Mass Media Ethics 16 (2 & 3):78 – 98.
Added to index2009-01-28
Total downloads11 ( #99,523 of 549,088 )
Recent downloads (6 months)1 ( #63,317 of 549,088 )
How can I increase my downloads?