Dear journal, in reading this week's chapter of ethical practice, I have developed much thoughts and feelings. The idea of ethics is actually omni-present and does not only occur in the lines of PR. It is virtue that one must possess in order to make things right.
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For one, the introduction of Potter Box was an interesting point worthy of mention. In this analytical tool for resolving conflict in the business world, 4 values were actually being emphasized: Situation, Person's values, Principles and Loyalties. The Potter Box is an unique tool where choices are entirely dependant on the user itself.
With this in mind, I feel that ethics is actually a very subjective matter, where different cultures and values will alter the decisions made in different countries. Furthermore, a PR practitioner has to undertake this important role in being ethical and reasonable in the choices he/she make. Being a public face or backing up a public correspondent, it is imperative that a PR practitioner knows clearly what he/she is going to show the public and whether has the issue of ethics been carefully revised. As I read from the book, PR practitioners often face a dilemma regarding this issue of ethics which dangles between choosing the correct path. In this way, they run the risk of provoking the public or even facing the sack from their own organisations. It is with great agony to understand that PR practitioners do not have an easy life working.
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Another factor would be the usage of ethics as a PR strategy. From the book, it could be seen that there will always be a divergence between the interests of the public and that of business. This is because of the revenue maximising goal of a corporate company, which thereby coincides with the benefit maximising motives for the general public.
The book suggests the '2-way communication' technique being utilised by PR practitioners: Give the public what they ask for. From this, I understood the important role PR officers play in organisations, especially those in the corporate world. They are the mediators between the company and the public, the higher authorities and workers. However, with the ever increasing demand for environmental friendly working conditions and manufacturing, I fear that the use of ethics would be a tough one. It will then really have to depend on the personal core values of PR practitioners to set things right.
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In conclusion, this chapter made me reconsider the issue of ethics in everything I do. It is the first time that I realised how grave situations can be if a PR practitioner do not respond appropriately to situations. After all, it is up to individuals to make the right choice as nobody can force their wills upon others.
Love, Erika
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Dear Erika,
ReplyDeletei agree with your point about ethics being a very subjective area, because each company has their own definition and consideration of it. It is indeed a very difficult choice for PR practitioners to make, when it comes to facing pressure from the company and the ethical decision for the benefit of the public. And sometimes, making a decision supporting either one side would result in problems and opposition from the other party. Im certainly worried about having to make such hard decisions as a PR personnel too!
Your point about using ethics as a PR strategy is similar to mine, so i agree that the use of ethics is beneficial for a company in order to gain positive publicity from consumers. However, i don't understand your point: "However, with the ever increasing demand for environmental friendly working conditions and manufacturing, I fear that the use of ethics would be a tough one." Because there is an increasing demand for environmental friendly working conditions and manufacturing, it should be even easier and justifiable for ethics to be part of a company's strategy.
Anyway, interesting post about ethics, now i know what your stand is about the importance of it! (: