Journal of Media Ethics 31 (1):18-34 (2016)

Yvette Pearson
Old Dominion University
Over the past 40 years, scholars and practitioners of public relations have often cast public relations workers in the role of the public relations-person-as-corporate-conscience. This work, however, maintains that this construct is so problematic that invoking it is of negligible use in addressing ethical issues that emerge during a crisis. In fact, a complex crisis, such as the Jahi McMath “brain death” case at Children’s Hospital Oakland, demonstrates the need to abandon the PRPaCC construct to better engage affected stakeholders, including “outsiders” to the organization, who often determine whether an organization is facing a crisis. Through an examination of both the concept of the PRPaCC and the McMath crisis, this work makes the case for moving beyond the PRPaCC construct in favor of a more modest role for the public relations person: facilitating widespread ethical deliberation and discussion throughout an organization, potentially helping the organization alleviate concerns that contribute to crises.
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DOI 10.1080/23736992.2015.1116392
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References found in this work BETA

What is Conscience and Why is Respect for It so Important?Daniel P. Sulmasy - 2008 - Theoretical Medicine and Bioethics 29 (3):135-149.
The Fundamentals of Ethics.Russ Shafer-Landau - 2009 - Oxford University Press.
Changing the Conversation About Brain Death.Robert D. Truog & Franklin G. Miller - 2014 - American Journal of Bioethics 14 (8):9-14.
Whither Brain Death?James L. Bernat - 2014 - American Journal of Bioethics 14 (8):3-8.
Can Ethics Provide Answers?James Rachels - 1980 - Hastings Center Report 10 (3):32-40.

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