Key Ethical Decision-Making Points in the Public Relations Process

The problematic nature of ethics codes and ethics audits requires a rethinking of ethical decision making in knowledge-based professions such as public relations. This paper posits the need for ethical reflection at various key points in the public relations process: acceptance of client, acceptance of project, adoption of strategy and adoption of tactics and illustrates the manner in which such ethical reflection is useful by discussion of three cases: Japanese whaling, asylum seekers attempting entry into Australia, and logging of native forests in New Zealand