Chapter 3 discusses ethics and professionalism in public relations.
The three basic value orientations are
- absolutist-thinks every decision is either “right or wrong” regardless of the consequences
- existentialist-makes decisions based on the immediate practical choice
- situationalist-decisions are based on what would cause the least harm or the most good
The chapter also mentions ethical advocates professional organizations which set standards for ethical behavior.
One standard is giving gifts to journalists. Gifts to journalists can lessen their credibility if they are viewed as bribes.
All information is based off of the content from Public Relations: Strategies and Tactics (9th ed.) by Dennis L. Wilcox and Glen T. Cameron.