The public interest statement contained in the PRSA Code of Professional Standards is unduly vague and provides neither a working definition of public interest nor any guidance for the performance of what most professions consider to be a primary value. This paper addresses the question of what might constitute public relations service in the public interest, and calls for more stringent guidelines to be developed whereby the profession may advance its service goals more clearly.

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. (shrink)

As the public relations (PR) field becomes more and more concerned about ethics, attention turns to ethics instruction in university public relations programs. Analysis of six leading public relations texts shows a wide disparity in coverage of the topic, ranging from sparse philosophical to primarily anecdotal. According to the author, no basic conceptual framework has emerged to suggest common ground for studying public relations ethics and the default position seems to be to teach social responsibility / professionalism.

The promise of virtual reality is that it may eventually lead us to a "third state of consciousness" transcending the objective reality of our embodied beings and opening up to us a world of expanded realization. However, the recurring themes of our hero myths, both religious and secular, remind us of the importance of remaining grounded in the real world of embodied people and phenomenal perception. Advances in neuroscience even suggest that unconscious processing of perceptual stimuli may guide our behaviors. (...) Thus, the journey from the phenomenal to the noumenal is a round-trip ticket. We take with us the strength of our moral convictions to serve us on our journey and bring back the spiritual expansion that always comes of travel. (shrink)