Some in public relations have suggested that practitioners adopt a philosophy of enlightened self-interest as an ethical baseline. The author contends that such a theory must be rejected because even the enlightened variety does not adequately weigh the needs of significant others - a central consideration in any effort to define ethical behavior. The author maintains that genuine sacrifice - at times required of those desiring to do the right thing - clearly can conflict with any theory espousing self-interest as (...) a baseline. Further, there is a social dimension to ethics. By virtue of occupational title, the author holds that public relations practitioners have a particular responsibility to advance the social order. Ethical behavior - especially as it relates to public relations - must go well beyond a narrow concern that no injustice is done to individual persons. (shrink)