A personal code of ethic may be vital in such cases. Te decision to reject or accept the firm needs to be backed by reason and thorough analysis. Nrmative ethics teaches that we should do to others what we will like them to do to us. Tere is a need to ask whether, te practitioner is comfortable if his/her firm was rejected. Aso, Ishould also consider the general public. Te deontological or nonconsequentialist theorists assert that we have a duty or an obligation to others (DiStaso and Bortree Kant argued that we have a duty to oneself and others.
I this context, Ishould understand that I have a duty to the public. Knt urges there is a single, slf-evident principle of reason. Knt called it the categorical imperative and one version says that we should treat people as an end, nt as a means. A a public relation practitioner, Ishould not be using people for selfish gains. I is wrong to accept the firm just because I need the money, bt I should treat the firm with consequences of a practitioners actions should help in deciding the right behavior.
Cnsequentialism accepts an action to be right if its results are favorable. Tey are referred as teleological theories since they emphasize the end result of an action. Uilitarianism urges that an action is morally right if its consequences leave the society better off than it was before. Hw is accepting a company like Apple leave everyone better off? Sch decision requires a strong personal code of ethics. Pblic relation practitioners use persuasion to rally the public a Te act of persuasion can sometimes go overboard and influence the public in the wrong direction.
Ecessive persuasion could be termed as coercion since the audience is forced to accept the ideas presented. I I undermine the other person’s will and integrity, tis can be termed as coercion and is the direct opposite of Kant’s idea of the categorical imperative. I most cases, te public relation practitioner’s motivation for persuading people to get behind a cause is money. Sch a case treats people as means instead of end (Parsons Te ethical level of persuasion to employ is hard to determine.
Havy persuasion may be required to lobby people to support a public health campaign. Bt how do I decide the right level of persuasion when dealing with a private company that. ..
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