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Example research essay topic: Public Relations Practitioners Code Of Ethics - 1,235 words

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... n (Hunt & Tirpok 4). Furthermore, the purpose of creating a universal code is not to eliminate individual, existing codes. Rather, a universal code would serve as an umbrella, broadly covering ethical points and setting standards.

Practitioners could still adhere to those codes set by their employers or professional organizations. Next, some practitioners ask, Whats the use? The ten percent who are unethical will spoil it for all by their refusal to adhere to ethics. However, if leaders in the field have the connections and mechanism that help them to speak out and declare to the public that such behaviors are not the norm and are not ethical according to accepted standards, then public perception can be changed.

To give up on the idea of a universal code is to concede to the public their view that practitioners accept a lack of ethics as the norm for public relations (Hunt & Tirpok 8). Finally, critics of the universal code argue that such a code would be meaningless due to the lack of legal power to enforce ethical behavior (Kruckeberg 22). This is true, but the purpose of creating a code is not to legally regulate practitioners. The success of a universal ethics code adopted by organizations would depend largely on the acceptance and compliance of members rather than enforcement. It would take a number of years to get all practitioners involved; in the long run, those who do not abide by the standards would find it impossible to get a job. This point is discussed further below in the section titled The Timetable for Developing the Universal Code.

The Framework of a Universal Code Both the framework for such a code and the timetable for its implementation have been critically thought about. Hunt and Tirpok (8) suggest that the best ways to move the field toward consideration of a universal ethics code would be for someone to draft such a code and present it for discussion. Such a code would need to be generic enough to cover the various activities that public relations entails, as well as globally-differing ethical standards. The draft would have to begin with an appeal to public relations practitioners to keep faith with the public (8). Also, in the preamble, the profession must be defined, and that definition should include the modern perception of public relations as a two-way symmetrical process.

This means that communication is not only disseminated from public relations people to the publics, but feedback from the publics to the practitioners is equally as important. The introduction would explain that first-order concerns and issues, not the specifics of a particular ethical situation, would be dealt with by the code. In Owners PR Services Report (8), public relations consultant and attorney Harold W. Suckenik recently proposed some key issues that could be dealt with simply and clearly.

He argued that the need of clients, publics, journalists, and public relations firms would all be served by such straightforward statements as: I will not represent a client who is not truthful with me or the news media. I will not represent a client who takes a position opposed to my personal beliefs (e. g. , the cigarette company example given earlier). I will not represent a client who wants to conceal his or her real identity.

I will not represent a client who does not allow me to disclose that I represent this client. I will not represent a client whose name is misleading as to the source of funding or motivation of his / her group. I will not take on as a client someone who refuses to meet the media face-to-face. Neither I nor my client will obstruct or dodge those media.

Most of these suggested rules seem to concern the tracing of accountability of practitioners. They are general enough that they would cover the different duties practitioners must perform and would not conflict with individual organizations codes of ethics. The Timetable for Developing the Universal Code Once the contents of a universal code have been seriously discussed, an inevitable question must be asked: Is it possible for the concept to leave the talking stage and enter the development stage? The answer is Yes. Hunt and Tirpok (9 - 10) suggest a well-thought out timetable. During phase one, which is anticipated to last one year, a group of interested academics seeks foundation or corporation funding for a two-day conference on drafting the universal code.

Academics and representatives of public relations organizations are invited to attend the conference. The first day of the conference is devoted to invited papers. The second day is a working session, with breakout groups working on different sections of the code, and a final plenary session for the purpose of assembling a draft of the code. In the second phase, a duration of two years, a task force is created to visit all of the concerned professional organizations to make presentations on the draft of the universal code.

They will accept suggestions for modification, implementation, and dissemination of the code. Phase three, lasting two years, includes the ratification and implementation of the code by the participating public relations organizations. In the final, one-year phase, the universal code would be published. A publicity campaign would be launched to inform target publics (such as the journalists, students, and practitioners who perceive public relations as being unethical) about the code and its importance to global public relations.

Assessment of the impact of and the reaction to the code will suggest the next phases of the timetable to gain acceptance for the Universal Code of Ethics. Over time, the code will become common knowledge to those seeking the services of public relations practitioners just as those who have not adopted the code will be recognized. Eventually, those who choose not to abide by its prominent principles will no longer be able to find employment. Conclusion Public Relations is a field which is viewed with much skepticism by the American public, journalists, students, and even public relations practitioners.

In order for public relations to survive as a profession, actions must be taken to change the unethical image these people hold of public relations. Several solutions have been offered by practitioners, including instilling moral values in the home, educating about ethical / unethical behavior, hiring more honest practitioners, rewarding and publicizing good conduct, and governmentally regulating the licensing of practitioners. All of these propositions are unfeasible, be it because the solution would be too difficult to implement, or because it is an infringement of First Amendment rights. The way to reverse the unethical perception of public relations is to develop a universal code of ethics. None of the four arguments popularly cited against a universal code is problematic to such a task. A universal code, in fact, can be devised which will be satisfactory to those within different social / cultural /geopolitical systems, notwithstanding the gray areas of cultural values which may be present within such specific systems.

Public relations practitioners should establish a professional model similar to that of Certified Public Accountants, recognizing that much of what they do professionally cannot be exclusionary. Globally, they can be confident that there is a plenitude of shared ethical values, and those which are within differing areas of moral taste can be discussed, universally accepted or negotiated. A universal code of professional ethics for public relations is conceivable. It should be pursued.


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Research essay sample on Public Relations Practitioners Code Of Ethics

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