Journal of Mass Media Ethics 20 (4):305 – 320 (2005)

Abstract
To move from the realm of good intent to verifiable practice, ethics needs to be approached in the same way as any other desired outcome of the public relations process: that is, operationalized and evaluated at each stage of a public relations campaign. A pyramid model - the "ethics pyramid" - is useful for incorporating ethical reflection and evaluation processes into the standard structure of a typical public relations plan. Practitioners can use it to integrate and manage ethical intent, means, and ends, by setting ethics objectives, considering the ethics of each campaign tactic, and reporting whether ethical outcomes have been attained.
Keywords 2001 Communication and Media Studies  1903 Journalism and Professional Writing  440104 Applied Ethics (incl. Bioethics and Environmental Ethics)  750406 Business ethics  C1  Journalism   Communication   Media studies   ethics   Mass media
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DOI 10.1207/s15327728jmme2004_6
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33. Lying: Moral Choice in Public and Private Life.Sissela Bok - 2016 - In Bernard Williams (ed.), Essays and Reviews: 1959-2002. Princeton University Press. pp. 161-165.
The TARES Test: Five Principles for Ethical Persuasion.Sherry Baker & David Martinson - 2001 - Journal of Mass Media Ethics 16 (2-3):148-175.

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