The Ethical Codes Of Public Relations - 1106 Words

Public relations practice has had a long history in which the question of appropriate ethics has been at the centre of its evolution into a profession. This essay will argue that improved ethics over time has changed the public relations profession for the better, but that there are still further considerations of ethnicity. Firstly, the earlier stages of the public relations practice, which saw unethical, manipulative behaviour give way to a new outlook of transparency, will be explored. It will then outline public relations evolution from practice to profession through the Two-Way Asymmetric model to the Two-Way Symmetric model. Lastly, the ethical codes that underpin the public relations profession and how they can be improved will be†¦show more content†¦2007, p. 24). Lee understood that publicity on its own was not enough to ‘†¦influence the public†¦Ã¢â‚¬â„¢, that it needed to be ‘†¦supported by good works.’ (Lattimore et al. 2007, p. 2 4) and is credited with ‘†¦put(ing) public relations on the right track†¦Ã¢â‚¬â„¢ (Lattimore et al. 2007, p. 30). Heath (2001, p. 3) outlines how public relations began to embrace ‘†¦mutually beneficial relationships.’, which allowed for a better paradigm where markets are easier to obtain and organisations are given ‘†¦a license to operate.’. Health (2001, p. 6) states that the public relations practise could not control publics, which resulted in new ‘†¦strategies that foster trust and build community.’, where ‘(d)ialogue replaces monologue...’. Lee (citied in Newsom et al. 2013, p. 33) outline this shift in atitude wrinting that ‘ ‘(t)he relationship of a company to the people †¦ involves far more that saying-it involves doing.’ ‘. Despite Lee’s reputation for change to public relations practice, he also found disgrace after connections to Germany’s Nazi Party were investigated (Lattimore et al. 2007, p. 24), as well ‘†¦his support of Stalin-era Soviet Russia†¦Ã¢â‚¬â„¢ (Newsom et al. 2013, p. 33). The earliest era of public relations practise was defined by unethical behaviour which lead to changes that placed transparency andShow MoreRelatedEssay on Codes of Practice1513 Words   |  7 Pagesof living. There are people that view values as a personal code, and see them as a personal indication of their beliefs. Our professional values and ethics come from many different sources. In our childhood, our parents and peers are instrumental in the development of our values and ethics. As we enter the workforce we align with our ethical values to our employers, their values are shown through a company’s codes of practice. 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