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The key ethical elements of persuasion have to do with power, including its
corollary, deception. Persuasion is ethically problematic when someone has
social, political or informational power over another.
Ethical issues in persuasion involve the ends (the intention and purpose of the
persuader) as well as the means (the appropriateness or deceptiveness of the
tool or technique, the openness about purpose) of persuasion.
Most advertising and public communication is openly and blatantly persuasive.
The frankness of these appeals generally avoids the problem of hidden intent
and moves the ethical discussion to considerations of manner. Are the
communications truthful and appropriate? Many claims are inappropriate,
untruthful, misleading or deceptive. The ethics are in the user and the use, not in
the technique.
There is no doubt that public relations practice is inherently subjective; few other
professions require the same degree of problem-solving and professional
judgment in daily practice. As a result, there is no set system of practice, nor a
single broad ethical framework to guide practitioners.
Whats more, the public relations professional bodies around the world cant
effectively impose penalties on ethics offenders because more than two thirds of
practitioners dont belong to a public relations professional body. It seems that
voluntary adherence to ethical behavior in public relations is about the best the
profession can dowith some help from the codes of ethics of professional
bodies.
Edgett (2002) reviews the topic of ethics in terms of advocacy, which she
considers to be a central function of public relations. Her definition of advocacy is
the act of publicly representing an individual, organisation or idea with the object
of persuading targeted audiences to look favorably on or accept the point of
view of the individual, the organisation or the idea. That is, being persuasive on
behalf of the organisation or a client. Edgett contends that a moral superiority
has been conferred on objectivity at the expense of persuasiveness, and that
persuasiveness is not inherently wrong, being a part of rhetoric the art of
persuasive communication which has a centuries-old tradition.
Edgett constructed a list of 10 criteria for high standards of ethically desirable
public relations advocacy:
Ethically desirable
criterion
Definition
1. Evaluation
2. Priority
Once the PR practitioner has assumed the role of advocate, the interests of
the client or organisation are valued ahead of those of others involved in the
public debate.
3. Sensitivity
Balancing of client priority on the one hand with social responsibility on the
other.
4 Confidentiality
5. Veracity
6. Reversibility
7. Validity
8. Visibility
9. Respect
10. Consent
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