In the ethics classes and workshops we have taught, we have noticed a tendency for public relations people to address ethical issues in terms of “what works?” rather than “what’s right?” That is sometimes because it is often more difficult to figure out what ethics requires than what good public relations practice demands. Sometimes they are the same thing, and it is simply good business to behave ethically. Enlightened self-interest suggests that businesses will do well financially by doing good ethically. Developing a reputation for ethical behavior—deserved or not—can forestall government regulation; it almost certainly gives companies a competitive edge among many consumers and business people.
But sometimes what works ...
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