Abstract
This study seeks to understand South African PR professionals’ perceptions of a moral framework for PR practice in agency contexts. PR professionals are guided by their moral frameworks for practice. However, conflicting loyalties lie at the heart of ethical decision-making in PR. Two conflicting views underpin the debate on ethics and PR practice. On one side, the positive role that PR contributes to society is emphasised through dialogical and reflective practice, and on the other side, PR is viewed as modernist, one-way communication predicated upon compliance and blind obedience to commissioning interests. Ethical PR conduct is outlined as the simultaneous balancing of three distinct interests namely: duty to self, client and society. However, the demands of balancing conflicting interests often result in moral tension and even role strain for the PR professional. On the one hand PR professionals may find that they practice asymmetrically, reflexively, and simply comply with prescribed ethical codes of conduct rather than holding their own moral accountability. On the other hand, professionals may find that they are able to assume a strategic activist role, and practice symmetrically and reflectively, where ethical decision-making is agent-centred and predicated upon ethics of care and virtue.
The results of this study suggest that South African PR professionals’ moral decision-making fluctuate between modern and postmodern ethics and that PR professionals’ moral accountability is predicated by the moral assumptions that underlie their practice. This results in an ethical paradox because inasmuch as professionals hold a community outlook and practice ethically in accordance to their role within an interdependent eco-system, this eco-system is not exclusionary of moral tensions that arise between interests. PR professionals in agency contexts may find themselves to be products of an ethical paradox, with PR professionals practicing both asymmetrically and symmetrically in order to meet not only the agency’s needs, but also those of the clients and the public.
This research provides insight into how moral accountability and ethicality is conceptualised by PR professionals in agency contexts and contributes to PR scholarship and practice by outlining how agency-based PR professionals are guided by their moral frameworks for practice.
M.A. (Strategic Communication)