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Applying ethical theory to public relations

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Abstract

There seems to be a prevailing belief among public relations professionals that ethical problems can easily be solved by either reference to a simplified code or citation of a few well-worn platitudes. However, the route to a more complete understanding of questions of ethics is circuitous and often painstaking. By applying a number of ethical theories to a public relations problem, both the skilled public relations technician and the public relations professional may arrive at similar conclusions concerning moral obligations; however, the professional is in the most favorable position to effect change.

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Author information

Authors and Affiliations

  1. School of Journalism, University of Oregon, 97403, Eugene, OR, USA

    Thomas H. Bivins

Authors
  1. Thomas H. Bivins
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Additional information

Thomas H. Bivins is Assistant Professor at the University of Oregon, School of Journalism. He is also Head of Public Relations Sequence and has been awarded Public Relations Student Society of America: Faculty Advisor of the Year, 1984, 1986.

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Bivins, T.H. Applying ethical theory to public relations. J Bus Ethics 6, 195–200 (1987). https://doi.org/10.1007/BF00382864

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  • DOI: https://doi.org/10.1007/BF00382864

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