Dimensions of Ethics

Generally three dimensions of ethics are considered. These are personal, social and organisational.

Personal dimension of ethics incorporate individual’s own ethical framework which he has made after judging various ethical standards. It decides how a person will behave in different situations and he will deal ethical dilemmas.

Social dimension of ethics is determined by political, economical, cultural and religious environment of the society. These dimensions of ethics have evolved since ages

Organizational dimension of ethics is inter connected with social and personal dimensions but it is mainly determined by the degree of commitment of organisational leaders to ethical conducts and  this commitment is communicated to organisational employees through a code of ethics ,policy statements ,speeches, seminars, publications etc.

Determinants of Ethical behavior

As ethics are learnt by an individual in an socio-cultural environment .So determining factors of ethics lies within

Individual

Family values also leads to development of ethics through the process of socialization.

individual’s own experiences individual’s personality makes, his values ,beliefs and type of education

Society

Society’s political, religious and economic environment determines development of ethics in its members.

Organizational ethical code of conduct also determines ethics of an individual.

Ethics in private and public relationships

Public Relations

Public relations is the practice of managing the spread of information between an individual or an organization (such as a business, government agency, or a nonprofit organization) and the public.

Public relations may include an organization or individual gaining exposure to their audiences using topics of public interest and news items that do not require direct payment. This differentiates it from advertising as a form of marketing communications.

The aim of public relations is to inform the public, prospective customers, investors, partners, employees and other stakeholders and ultimately persuade them to maintain a certain view about the organization, its leadership, products, or political decisions.

It includes designing communications campaigns, writing news releases and other content for news, working with the press, arranging interviews for company spokespeople, website and social media content etc.

Public Relations has now become a vital function affecting management decisions and influencing public opinion in every public or private organisation. Today, it is indispensable for any organisation. The reasons for it being so are as follows:

• Advance in telecommunication and transport.

• Opening up of traditionally closed societies and increasing globalisation.

• Recognition of right of expression and freedom of information.

• Governments employing Public Relation practice for staying in power, for development task, etc.

• Growth in business, amalgamations, collaborations, operating with subsidiaries, spreading across national boundaries and in different cultures.

Ethics in Public Relations

Public Relations recognize a long-term responsibility and seek to persuade and to achieve mutual understanding by securing the willing acceptance of attitudes and ideas. It can succeed only when the basic policy is ethical, and the means used as truthful. In Public Relations, the ends can never justify the use of false, harmful or questionable means.

However, it is a difficult task to describe what is ethical and what is unethical. It would be simpler to state it as a matter of choosing between the right and wrong options in keeping with conscience. Anything that causes dissonance in the mind brings about a feeling of guilt and dishonesty. And dishonest communication cannot be an aid to cementing relationships. Public are also not to be underestimated as fools. As Abraham Lincoln said, ‘you can fool some people all the time, and all of the people some of the time, but you cannot fool all the people all of the time.’

There are a number of acts that could be classified as unethical, ranging from suppressing of news to misleading the audience. Unethical act in public relations may include:

• Suppressing unfavourable news

• Misrepresenting facts

• Postponing to serve a cause but actually serving some other interest

• Promising results that cannot be obtained

• Use of undesirable method towards pressurising editors for carrying publicity material

With increasing education, the consumers and public have became aware of their rights and a public Relations person may have to deal with pressure groups like trade unions, consumer protection groups, environment protection activities, etc. Therefore, it is imperative for a public Relations practitioner to be serf regulating, ethical as also be careful about the legal aspects of communication.

Values in Public Relationships

The importance of articulating ethics and the values that define and underpin the public service, cannot be underscored. This is seen as critical to providing both public officials and the public with a common frame of reference regarding the principles and standards to be applied and in assisting public officials to develop an appreciation of the ethical issues involved in effective and efficient public service delivery.

An example of the importance attached to the above-mentioned ethical principles is found in the “Seven Principles of Public Life” by the Nolan Committee in the United Kingdom. (this can be applied to other public relationship)