Ethical thought in public relations history: Seeking a relevant perspective

A serious retardant to development of a specifically public relations (PR) ethical philosophy is the tendency to retain a commitment uniquely journalistic— objectivity. Ivy Lee and Edward Bernays offered two ethical options or imperatives, based on objectivity or on advocacy. Public relations must accept a commitment to the ethics of persuasion in order to reduce a crippling inferiority complex and advance understanding of the profession by its practitioners as well as the public.