Professionalism and Social Responsibility: Foundations of Public Relations Ethics

The primary foundations of public relations ethics literature focus on professionalism and social responsibility. This manuscript traces the roots of the two concepts. The discussion of professionalism includes its trait-related definitions as well as the emerging power-based approach to understanding professions. The roots of public relations’ emphasis on social responsibility can be traced through both journalism and business/organizational communication disciplines. In the last few decades, public relations has contributed its own concepts for socially responsible practices—issues management and values advocacy. Theoretical foundations of deontology and teleology contribute to the understanding of how professionalism and social responsibility contribute to ethical decision making among public relations practitioners. A combination of dutybased and utilitarian foci may help practitioners balance their multifaceted loyalties to their organizations, profession, society, and themselves.