Enlightened Self-Interest Fails as an Ethical Baseline in Public Relations

Some in public relations have suggested that practitioners adopt a philosophy of enlightened self-interest as an ethical baseline. The author contends that such a theory must be rejected because even the enlightened variety does not adequately weigh the needs of significant others—a central consideration in any effort to define ethical behavior. The author maintains that genuine sacrifice—at times required of those desiring to do the right thing—clearly can conflict with any theory espousing self-interest as a baseline. Further, there is a social dimension to ethics. By virtue of occupational title, the author holds that public relations practitioners have a particular responsibility to advance the social order. Ethical behavior—especially as it relates to public relations—must go well beyond a narrow concern that no injustice is done to individual persons.