Chapter 5: Ethics, professionalism and regulation

Question 1

Utilitarianism or the consequentionalist perspective

Answer 1

The morally right action:
* the action that produces the most good.
* understood entirely in terms of consequences produced.
* one ought to maximize the overall good (the good of others as well as
one’s own good).

Question 2

Objection to utilitarianism:

Answer 2

t permits the sacrificing of individuals and
minorities ‘for the greater good’

Question 3

Kantianism or the non-consequentionalist perspective

Answer 3

Deontological perspective: Motivation determines whether actions
are ethical or not.
* “Deon” = Greek for duty
* Associated with the German philosopher Immanuel Kant (1724–1804
Kant: an act is carried out from a sense of duty when in
accordance with the ‘categorical imperative’, (“the higher good”)
* It could become a universal law.
* An action is only moral if you can make your reason for acting into
a rule that everyone can follow

Question 4

Cultural differences (ethical CSR)

Answer 4

• What is seen as ‘right’ in one company, might not be seen as
  ‘right’ in another
• Subjective views, shaped by the social and cultural
  environment

Question 5

Four characteristics of PR practice

Answer 5

o Reflective
o Managerial
o Operational
o Educational

Question 6

Is PR a profession?

Answer 6

• PR possesses several of the pre-requisites to be considered a profession
• Professional bodies address issues of entry, training and conduct of practitioners

Question 7

development Corporate Identity:

Answer 7

• all expressions of the organization
• less emphasis on visuals
• moved from external, to internal, to holistic
• dynamic
• human element more and more important

Question 8

Recent developments Social Media:

Answer 8

• Affect many areas within organisations (recruitment,
  HR, training, org behavior, communication)
• SM very powerful for co-creation (AND co-destruction)
• Stakeholders can develop ‘tribe-like’ behavior