Ethical Pursuations Essay Example for Free

Ethical Pursuations EssayEach of the three different theoretical preliminaryes proposed for normal comparison ethics has admirers and detractors as well. All the three theories require practical ways of incorporating them into public relation campaign, using the suggested pyramids (Barney Black 1994233-244). Virtue ethics involves fostering a strong internal moral dig out to guide anyone in choosing the justly action. It requires one to first develop honest judgment by excite the moral imagination in order to recognize ethical issues.This potful only be achieved in a campaign through ethics brainstorming sessions or ethical reflection time, and this is where individuals considered ethical implications and constitution back to the team or through discussion with an indep arrestent ethics consultant, who could then highlight capableness ethical issues in the upcoming campaign and stimulate debate on appropriate approaches. This approach allows early(a) virtue tests tha t accord with their values and enables them to set relevant virtue objectives to be revisited and tested at the end of the campaign.Virtue ethics becomes a formative step in public relations process, rather than a reactive process once a problem arise. However, it is flexible, by the fact that in the middle particle pyramid, each of the facts used can be assessed in the campaign using a virtue approach tactics. Virtue ethics clearly has benefits for practitioners who atomic number 18 seeking ethical guidance but many time it is be inadequate alone. For example tests using external virtue referents like a significant another(prenominal), are at odds with the idea of developing virtues by purchasing the internal goals of a commit (Baker Martinson 2001 148-275)Deontology involves following a prescribed set of duties or obligations for example, religious rules such as Thou shall not lie, and one of its common deontological positions in public relations is advocacy, and this is the belief that provides practitioners item behaviors that are ethical against an agreed standard like a professional ethics code at the same time, they can easily promote clients self-interests above all other interests when compared to virtue ethics and consequatialisim in addition deontological approaches are also useful in the campaigns communication phase and this enables them to assess ethics of messages and communication outputs when compared to virtue ethics, as well as consequantialism.Their approaches are useful because they clarify the limits of reasonable behavior by providing absolute prohibitions, and directives for specific acts, however at times, although occasional their inflexibility can be problematic (Baker 1997 pp. 197-210). Lastly but not least, consequantialism uses the approach of judging actions by their customers. One of the well-known techniques of consequentialism is ulitarianism where an assessment is made of who has been affected, and determines in what w ays, and consequently the right action that is supposed to be taken which creates maximum total benefit. Their main method of determining the issuing involves drawing a flow chart or a mind map which is cumbersome.Their only close-set(prenominal) related test is the benefit or harm assessment, in which calculation is made about whether the benefits to stakeholders outstrip the harm (Baker 2002 191-205). The approach is clearly a very crucial component of public relations, but on its own at many times it obscures the means used to obtain a desired outcome, for instance, a pure consequantialist can endorse a lie if it ultimately resulted in more happiness or a more wide-spread benefit than truth-telling (Barney Black 1994244-248). Conclusion The two approaches virtues ethics and consequentialism to public relations perplex benefits but they have serious limitations. One can only manage these limitations by using deontological approaches, because it has a high persuasive power wit h respect to public relation practitioners.