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(HEAL IF)

Honesty
Expertise
Advocacy
Loyalty

Independence
Fairness

The study of what actions are right, or morally defensible, and what actions are wrong, or morally unworthy

Ivy Lee and John Hill

• takes into account the expected outcome in order to determine the "right thing to do"

• the most common approach

• the greatest amount of good for the most number of people

• could prevent an organization from adapting to change

• Jeremy Bentham

represents what all rational people would agree is ethical from any perspective on the issue

• the decision test of deontology

• measures a person's intention and maintaining dignity and respect of others

• likely to keep an organization in balance with the desires of its stakeholder publics

• responsive to changing trends

the application of moral values in practice

guides professional practice and provides the basis for enforcement and sanctions

1) it promotes the free, ethical competition of ideas in the marketplace of public opinion

2) reveals the sources and goals of participants in the debate

3) enforces high standards of conduct

1) suppresses or limits competition of ideas

2) hides the true sources of public relations efforts

3) leaves unchallenged incopetent or unethical practice

1) codifying and enforcing ethical conduct

2) improves organizations conduct

3) makes all points of view articulate in the public forum

4) serves our scattered society by replacing misinformation with information

5) helps social systems adapt to changing needs

Edward Bernays

1923

1) define the specific issue

2) identify internal and external factors that may influence the decision

3) identify key values

4) identify affected audiences

4) select ethical principles to guide the decision making process

6) make decision and justify it

a fluid, dynamic attempt to get the attention of the media, the public, and/or policy-makers

1) awareness - individual becomes aware of "it"

2) interest - individual developes an interest in learning more

3) evaluation - an individual asks others for feedback

4) trial - an individual uses a sample, attends a rally, etc.

5) adoption - an indivudual may seek or respond to reinforcement of adoption decision

the application of moral values in practice

one's actions are designed to create the greatest good for both the client and community, rather than to enhance the postion and power of the practitioner

entering a fiduciary relationship makes you obliged to act in their best interest

to protect both clients and their own postions in society

they often have the weight of law and the power of state sanctions

its impact on society

1) it promotes the free, ethical competition of ideas and individuals in the market place

2) reveals the sources and goals underlying attempts to infulence

3) enforces high standards of conduct

individual practitioners and the whole profession are entrusted with the welfare of the larger society as a condition on how they serve clients

Specialized education programs, a body of knowledge, community recognition, individual accountability, and commitment to abide by established codes

• focuses on the moral principle involved

• "Do the right thing"

• the most exhaustive approach

• decision test of the categorical imperative

• Immanual Kant