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Govern what we are willing to do and what we are unwilling to do; offer guidelines for values-driven PR.
PR has no central, binding code; practitioners voluntarily join organizations with binding codes; doctors and lawyers have this.
Difficult situations in which important values clash and every potential situation will cause pain.
Belief that your system of ethics has no flexibility and overrules every other system.
Emerging threat to ethics. Temporary organizations formed by smaller units to fulfill a specific job.
Corporate Social Responsibility
Way to build trust over time; positive force for change; organizations that practice this are good corporate citizens.
Fully Functioning Theory
Through PR organizations should address social needs by using 2-way communication to build consensus and discover shared goals.
Establish periodic ethical audits, integrate values in 4-step process, develop a Potter Box
Define the situation objectively; state different values involved in the situation and compare merits of other values; consider traditional ethical principles; identify all stakeholders; select action that embraces most compelling values, principles, and loyalties; evaluate impact of decisions.
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