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... both practitioners and society in general. In a nationwide study of U. S. business ethics conducted by Brenner and Molander, respondents reported that the behavior of ones superiors was a primary influence on the making of unethical decisions (Pratt, "Empirical, " 233).
Proposed Solutions to the Ethical Dilemma The only way for public relations practitioners to rid themselves of this unethical behavior is to come up with plausible solutions. Public relations practitioners surveyed proposed several suggestions, varying in degrees of severity. First, some respondents said that because ethics in public relations is a reflection of a general decline in values, overall ethics in society should be improved by instilling moral values in the home (Pratt, "Empirical, " 232). This, however, would be a difficult task in todays society, due to the deterioration of stable homes. It would be a long-term undertaking, and the results would not be seen for years. Furthermore, this solution could not be taken on solely by public relations practitioners; rather, all of society would have to be willing to pursue greater ethics in each and every household.
Another proposed solution deals with education. Practitioners believe that stronger exploration of ethics issues in high school and college curricula, more ethics awareness among upper management, and better clarification on what is or is not acceptable behavior would solve the problem (231). After completing a media ethics course, mass communications students displayed an increase in the importance they placed on moral and social issues, an increase their awareness of such issues, and shifts in their value system to approximate more closely the value system affording the greatest level of ethical self-esteem (232). Thus, similar results could be achieved if current practitioners were involved in a continuing education program that offered courses in ethics.
However, I believe that the positive results of such courses would be like temporary exposure to sun: At first you have a beautiful, bronze tan, but after awhile that tan fades; initially, the practitioners would place more emphasis on moral issues, but, like the tan, that emphasis will fade. Another recommendation is to place more emphasis on personal professionalism. Practitioners suggested that, if employers hire honest people, it may help change the image of practitioners from that of incompetent, shoddy opportunists. They also suggested practitioners need to look at their responsibilities as much more than just jobs but as a way of life, and that practitioners should be well-trained in public relations. Striving toward full professionalization could improve professional ethics (Pratt, Empirical 232). In addition, specifying exactly what constitutes public relations would clear up any misperceptions on the part of practitioners.
Other ideas include rewarding and publicizing good conduct, developing a universally-honored code of ethics, and governmentally regulating the licensing of public relations practitioners. Of all the solutions suggested, from increasing household values to hiring honest people, the two proposals that have been taken the most seriously by practitioners are the development of a code and the licensing of practitioners. The following reasoning has led to their earnest contemplation: How could public relations survive as a profession, if as many of its practitioners as are believed to be guilty of unethical behavior were actually guilty? Wouldnt many of the college students choosing to major in this field change their minds? After all, who would want to number him / herself among such cheats?
It is quite possible that the field of public relations is not as corrupt as people make it seem. The majority of ethical practitioners could be taking the bad rap for the minority of those who are unethical. However, popular beliefs will prevail. The only way for practitioners to free themselves of this stereotype is to take action against the few that ruin it for the many. In an attempt to do that, some public relations practitioners support licensing and consider it to be the only solution. Licensing as a Solution Proposals to take the control of ethical decision-making out of the hands of practitioners and to put it into the hands of the state had been discussed even before the PRSA was founded.
Edward L. Bernays, a proponent of licensing who played an indispensable role in formulating the modern concept of public relations, believes that licensing would protect the profession and the public from charlatans who do not have the knowledge, talent, or ethics required (Wilcox, Ault & Agee 129). The problem is stated by a PRSA task force on demonstrating professionalism: Pick up any metropolitan newspaper and scan the employment ads. Under the public relations classification, you are likely to find opportunities for door-to-door salespersons, receptionists, used-car salespeople, singles bar hostesses and others of less savory reputation. The front pages of the newspapers are full of stories about former government employees peddling influence and calling it public relations. (Wilcox 129) If public relations practitioners had to obtain a license in order to practice, those who did not meet a certain set of qualifications would have to refer to themselves as something other than public relations counselors.
The qualifications could resemble those of a doctor or lawyer, such that a practitioner would have to pass a certain level of education, rigid examinations, and tests of personal integrity. Other designations adopted by those who failed to meet the standards could be publicist or press agent. Several arguments have been offered, both for and against, mandatory licensing and regulation by the state. (Wilcox, Ault, & Agee 129). First, proponents say that licensing would define the practice of public relations, while opponents contend that it is too difficult to define public relations rigidly enough to legally regulate its practice. Second, both those for and against agree that licensing would set uniform ethical standards. However, licensing does not assure high ethical behavior.
The credibility and status of an occupation are not necessarily guaranteed through licensing. Attorneys, for instance, do not particularly enjoy high public status and prestige because they are licensed. Nor do licensed practical nurses. Third, many believe licensing would protect the consumer of public relations services (clients and employers) from the impostors and the inept.
Opponents point out that civil and criminal laws already exist to deal with malpractice, or the impostors. Proponents claim that since licensing would not control anyones right to deal with the media, government, or public, or to speak out in any way, no infringement of First Amendment rights would be involved. However, opponents believe that any licensing in the communications field is an infringement on the First Amendment, as the government could actually control practitioners. Finally, those for licensing state that it would establish uniform educational curricula. Those opposed conclude that too much emphasis would then be placed on education. In addition to these contentions, opponents offer further justification for their opinion.
They think that voluntarily adhering to the professional organizations code would be sufficient to establish standards. The codes to which they are referring are those created by professional associations, such as the PRSA, the International Association of Business Comm...
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Research essay sample on Public Relations Practitioners Unethical Behavior
