A unifying code of ethics for public relations practitioners: Implementation in a changing media landscape.

摘要

According to the Excellence theory of public relations, ethics should play a key role within the public relations field. However, despite the established importance of ethical principles, there currently exists no set standard by which all practitioners are required to abide, leaving room for ethical uncertainties and inconsistencies. Prior scholarship has discussed the need for a unified code of ethics but has not yet looked at the practicality of implementing such a code. This study investigates how a unified code of ethical guidelines could be successfully implemented as a standard for ethical decision making, taking into consideration the effects that the changing media landscape has had on ethical responsibility.;Twenty in-depth interviews were conducted with public relations practitioners working within the St. Louis and Chicago metropolitan areas to address research questions concerning the implementation of a unified code. Practitioners were questioned about their ethical knowledge, role and views of codes of ethics. Themes found within the analysis of practitioner responses offered both tactics and barriers for implementation. Tactics identified though analysis included widespread approval and adoption and the need for continuous reinforcement. Negative perceptions, lack of ethical knowledge and use, and concerns over the vast scope of the public relations industry were uncovered as barriers. When taking into account the impact of social media, consistent ethical dilemmas, increased awareness and accountability and uncertain structure within a digital age were identified as themes.;Results indicated that practitioners are open to a unified code of ethics as long as it is consistently upheld across the field with ongoing education provided as a means of keeping practitioners knowledgeable of its principles. With this, accreditation is offered as a potential unifying force to ensure the successful implementation of a unified code of ethics. An investigation of the impact of social media further revealed added complications and opportunities when implementing a code online. Findings determined that social media should be embraced as part of the generic principles within the Excellence study and be used as a potential unifying tool within the public relations field.