Enlightened self-interest fails as an ethical baseline in public relations

Journal of Mass Media Ethics 9 (2):100 – 108 (1994)
Abstract
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.
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DOI 10.1207/s15327728jmme0902_4
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References found in this work BETA
Egoism and Moral Scepticism.James Rachels - 2009 - In Steven M. Cahn (ed.), Exploring Ethics: An Introductory Anthology. Oxford University Press.
Human Conduct.John Hospers - 1961 - New York: Harcourt, Brace & World.

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Citations of this work BETA
Five Baselines for Justification in Persuasion.Sherry Baker - 1999 - Journal of Mass Media Ethics 14 (2):69 – 81.
Public Relations and Rawls: An Ill-Fitting Veil to Wear.Chris Roberts - 2012 - Journal of Mass Media Ethics 27 (3):163-176.

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