A personal moral theory is our own formal recognition of our own values, moral principles and our roles in society as a media professional
The logical reason for personal moral theory starts with the views that we want an idea world, a world I might want for my grandchildren
The 1st major step toward developing a personal moral theory is to decide on your ultimate goal.--- your Beacon on the Hill—an icon to represent what you conclude is the best your profession have to offer to the society.
One Beacon on the Hill may be a professional committed to a world in which information flows freely, where well-informed people can make sound decision based on it. Eg.
As a professional persuader, I should accept obligation to distribute information and to be professionally persuasive about subject matter which I may personally disagree. Without doing that, you have note respect audience, fearing that they have no ability to make rational decision on their own. In the ideal world of the Beacon on the Hill, communicators would respect their audiences; they should not manipulate or delete information. In other words, they should appreciate the value of pluralistic information, to trust audience with such information, value the importance of competition in a dynamic society and to maintain reverence for truth.
The professional thrust of my Beacon on the Hill may be to contribute to a well-informed society based on the premise that more information available to society and the better that society will be and the greater will be the self-determining power of individuals in that society.
The next step in building a personal moral theory is to identify and prioritize personal values
Pressures on Values
You may commit to distribution of information freely, what if your brother is arrest for embezzlement? For example a military general accepts the function of protecting his nation, what is his value? For communication...