Ethical thought in public relations history: Seeking a relevant perspective

Journal of Mass Media Ethics 4 (1):5 – 20 (1989)
A serious retardant to development of a specifically public relations (PR) ethical philosophy is the tendency to retain a commitment uniquely journalistic? objectivity. Ivy Lee and Edward Bernays offered two ethical options or imperatives, based on objectivity or on advocacy. Public relations must accept a commitment to the ethics of persuasion in order to reduce a crippling inferiority complex and advance understanding of the profession by its practitioners as well as the public
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    Bruce M. Swain (1978). Reporters' Ethics. Iowa State University Press.
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