Chapter 5Ethics, professionalism and regulation
Chapter Aims
In this chapter we will begin with an examination of the main ethical doctrines – utilitarianism, deontology and rights theories – and how they relate to public relations. This will lead to a discussion of how the industry is addressing the question of professionalism. Prerequisites of a profession are examined, and a number of them are addressed: entry qualifications, research and the body of knowledge, training and professional development, and codes of practice.
Moral Rules
Societies have developed various kinds of social rules, such as legal rules, or even the rules of etiquette, that act as a framework or guide to behaviour. Moral rules and legal requirements ...
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