Ethical thought in public relations history: Seeking a relevant perspective
- 1 January 1989
- journal article
- research article
- Published by Taylor & Francis in Journal of Mass Media Ethics
- Vol. 4 (1) , 5-20
- https://doi.org/10.1080/08900528909358329
Abstract
A serious retardant to development of a specifically public relations (PR) ethical philosophy is the tendency to retain a commitment uniquely journalistic— objectivity. Ivy Lee and Edward Bernays offered two ethical options or imperatives, based on objectivity or on advocacy. Public relations must accept a commitment to the ethics of persuasion in order to reduce a crippling inferiority complex and advance understanding of the profession by its practitioners as well as the public.Keywords
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