公共關係專業倫理初探－－「形象論」及其適用情境

A Pilot Study on Public Relations Ethics - The 'Persona Theory' and Applicable Scenarios

本文探討道德律、公關專業道德倫理的檢測，並以系列「專業倫理情境案例」作結。公共關係運作灰色地帶頗多，倘徒靠道德規範，在判別上常有所不足，是以作者提出所謂公共關係「形象論」，強調公關專業有別於廣告，有所謂「公共形象」問題；倘業者唯利是圖，將有損該行業之整體形象及未來發展。「形象論」是一簡便公關專業倫理檢驗指標，讀者可以依案例中各種情境，反思公關實務運作中之道德困境，作為公關道德教育一實證輔助。

This paper explores principles of ethics, professional standards, and ethical problems in the public relations profession. It also points out the 'gray area' that has haunted the profession and the slim line between ethical public relations operation and manipulation. While many scholars have tried toapproach such a dilemma with different ethical tests or frameworks, this study brings up the 'persona' guideline as a normative theory and claims public relations, unlike advertising, has an image concern. Following only profits but not ethics will impair the persona of this profession and hinder its future development. The 'persona theory' suggested serves as a barometer of public relations ethics. It can be used as a simple tool to check if public relations strategies applied are ethical and acceptable to the publics. Analyses of five different ethical scenario cases are also compiled to explicate the effectiveness of this handy principle.