Can public relations be ethically moral? Should we be involved in them if we want to be moral individuals? But what is ethical, moral and what is already unethical, immoral? Where are the frontiers? And who define them?
The Internet Encyclopedia of Philosophy explains: “The field of ethics, also called moral philosophy, involves systematizing, defending, and recommending concepts of right and wrong behavior” (http://www.iep.utm.edu/e/ethics.htm). All definitions of ethics usually share certain notions such as distinguishing right from wrong, and determining the nature of what should be valued. In the public relations discipline, ethics embraces values like honesty, openness, loyalty, fair-mindedness, respect, integrity, and forthright communication. But people do not consider it in order life . Public relations are often immoral. Everybody wants the best for himself and people are hell-bent for everything. They use different methods to gain it. A man behaves often like a wild animal in a jungle. Thus if you want to survive you have to follow. You have to take the rules of the majority. And unfortunately, these rules are not always in accordance with ethics. The frontiers of ethic have moved only because our society lets them. What used to be immoral in the past, is considering normal today.
There is no right way how to avoid immorality in public relations. The question is, how strong it is and will become. The answer will primarily depend on the society and its future action in moving the frontiers of ethics.