The Moral Compass of Public Relations [Hardcover]

The civic and moral responsibilities of public relations are hotly contested topics. While many researchers call for focusing on ethics in public relations, they concentrate on ethics in relation to how people do their jobs. In actuality, emphasis should move beyond professional codes of ethics to include general morality and citizenship. Currently, as the profession receives greater scrutiny, it is important to be aware of the value of public relations in the community. This book centers on four areas of public relations conscience in order to examine its role in morality and citizenship: civic professionalism, corporate social responsibility, ethics, and public communication. This approach will help to answer the question of what is public relations responsibility to the public good.

Introduction

Brigitta R. Brunner

Part I: Moral and Civic Responsibility and Strategy

1. The Historical Development of Corporate Social Responsibility as a Strategic Function of Public Relations

2. Penn States After-Sanction Response Strategy

3. Communicating Social Responsibility Efforts: A Success Strategy for Nonprofits or A Shift from Stakeholders Priorities?

4. A Rising Tide Lifts All Boats? The Constitutive Reality of CSR in Public Relations

Part II: Moral and Civic Responsibility in Theory and Practice

5. The Public Relations Postures of Organizational Civic Responsibility

6. Hope forlCk