Efnisyfirlit

• Cover
• PR in Practice Series
• Title Page
• Contents
• List of figures
• About the author
• About the consultant editor
• Foreword
• Preface
• PART ONE What lies beneath
  • 01    Before we begin: New profession… or one of the oldest?
    • Public relations ethics: oxymoron?
    • A tarnished history
    • Defining our terms
    • A profession or professionalism?
    • Aspiring to professionalism
    • Measuring your professionalism quotient
    • Notes
  • 02    Lies, truth and honesty: Their role in PR practice
    • An epidemic of lying
    • The ‘truth’ in public relations
    • Can you predict honesty?
    • One principle among several
    • Notes
  • 03    Truth, trust and the virtue of being ‘good’
    • Truth and trust
    • The limits of organizational responsibility
    • To whom are you loyal?
    • The virtue of being ‘good’
    • Notes
  • 04    Whose rights are right?
    • Rights and responsibilities
    • When my right conflicts with yours
    • Conflicting rights in public relations
    • Notes
  • 05    The trouble with rules
    • Rules rule our lives
    • Those darn deontologists
    • The real trouble with rules
    • ‘Situations alter cases’
    • Moral relativism and situations
    • The problem with situations
    • Notes
  • 06    Utilitarianism: Right acts and wrong reasons
    • What the heck is ‘utilitarianism’?
    • Motives be damned
    • Problems with Robin Hood
    • Notes
• PART TWO Ethics and the practitioner
  • 07    Your moral development: Cultivating respect and humility
    • R-E-S-P-E-C-T
    • Still the moral child
    • The moral child grows up
    • An ethical litmus test?
    • More than good manners: ethics and etiquette
    • Sexual harassment and respect
    • Morality and your level of competence
    • The virtue of humility
    • Notes
  • 08    Codes of ethics: The good, the bad and the (almost) ugly
    • Codes as contracts
    • Minimum standards or ideals?
    • Who needs codes, anyway?
    • A global code?
    • Relying on a personal code
    • Using personal values
    • Developing your own code
    • Notes
  • 09    Conflicts of interest: Sex and other relationship issues
    • Defining a conflict
    • Sleeping with… the enemy?
    • Practicalities before ethics
    • Outside conflicts
    • Personal relationships and ethical principles
    • Other conflict situations
    • Notes
  • 10    (Very) personal ethical decisions: Whistle-blowing and moonlighting
    • A dilemma you don’t need
    • A continuum of tattling
    • How to be a whistle-blower
    • Tattling
    • The temptations of moonlighting
    • Notes
• PART THREE Strategies and dilemmas
  • 11    Public relations ethics and traditional media
    • Our relationship with journalists
    • Media access and ethics
    • Journalists have codes, too
    • Aspects of ethical media relations
    • Media transparency and PR ethics
    • PR ethics and the disappearing gatekeepers
    • Notes
  • 12    PR ethics and social media
    • New media, new ethical dilemmas
    • Inauthentic online communication
    • Sponsored online material
    • Social media and your internal public
    • Ethics and ‘native advertising’
    • Guidance for ethical social media engagement
    • Notes
  • 13    Persuasion, propaganda and advocacy: The ethics of influence
    • Engineering consent
    • Ethical persuasion… an oxymoron?
    • PR for biker gangs?
    • Any client, any time?
    • The advocate arises
    • The ‘right’ to PR counsel
    • Sneaky propaganda
    • A war of words
    • The pitfalls of euphemism
    • Doublespeak
    • The ‘controlled lexicon’
    • The vocabulary of public relations
    • Persuasion by lobby
    • Transparency versus obfuscation
    • Notes
  • 14    Supporting ‘good causes’: Bad ethics or bad taste?
    • ‘Aware’ of the issues
    • A staple of community relations
    • Seeking a good fit
    • From good causes to good taste
    • Notes
  • 15    Deceptive authorship: Ghostwriting and plagiarism
    • A PR practice
    • The unseen author
    • Crossing the line?
    • Acceptable versus unacceptable uses
    • Notes
• PART FOUR Organizations, ethics and public relations
  • 16    Making decisions: The true reality of everyday ethics
    • Why make a decision at all?
    • The best you can hope for
    • Ethical dilemmas: not all the same
    • Decision steps
    • Making those ethical decisions in PR
    • A case in point
    • Other approaches
    • Criteria for second-guessing
    • PR practitioners as ethical decision-makers
    • The researcher told us so
    • Notes
  • 17    PR and the corporate ethics programme
    • Organizational ethics/Pr ethics:not the same thing
    • Ethics as window-dressing
    • Social responsibility defined
    • The case of the triple bottom line
    • Organizational ethics and PR
    • Notes
  • 18    The future of ethical public relations: Education and leadership
    • Why we care about an ethical future
    • Back to the classroom
    • Developing future PR leaders
    • Drawing to a conclusion
    • Notes
• Appendix 1: For your bookshelf
• Appendix 2: Chartered Institute of Public Relations Code of Conduct
• Appendix 3: Guidelines for the ethics audit
• Index
• Copyright

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