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Applying Ethical Theory to Public Relations

Thomas H. Bivins
Journal of Business Ethics
Vol. 6, No. 3 (Apr., 1987), pp. 195-200
Published by: Springer
Stable URL: http://www.jstor.org/stable/25071649
Page Count: 6
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Applying Ethical Theory to Public Relations
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Abstract

There seems to be a prevailing belief among public relations professionals that ethical problems can easily be solved by either reference to a simplified code or citation of a few well-worn platitudes. However, the route to a more complete understanding of questions of ethics is circuitous and often painstaking. By applying a number of ethical theories to a public relations problem, both the skilled public relations technician and the public relations professional may arrive at similar conclusions concerning moral obligations; however, the professional is in the most favorable position to effect change.

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