Ethics

Earlier we discussed ethics and how what is deemed good is relative. Additionally, we questioned the purpose of an organization such as the PRSA (Public Relations Society of America) if they are unable to actually enforce their honor code - especially in a world where ethics and morals are relative. The fact of the matter is that there are more mechanisms at work than what has been observed so far. These mechanisms, while they do relate to public relations as a practice, extend far beyond a profession and into society.

Normative moral theory posits that one is morally required to do such and such, in such and such way, in such and such circumstances. For example, if an individual is assaulted or robbed and we are present during or after the incident, then it comes naturally that we help them. It is just the right thing to do, correct?

Contractarianism states that an act is wrong if its performance under the circumstance would be disallowed by any system of rules for the general regulation of behavior. “Individuals are self-interested; that is, they seek to fulfill their interests and desires and above all seek self-preservation” (Mackinnon 2013, p. 53). Conflict happens when separate individuals seek the same thing which results in a fight where one tries to overpower the other in their shared pursuit of happiness. These individuals will “live in a continual fear and danger of a violent death” (Mackinnon 2013, p. 53). “The solution is peace, in which one gives up so much liberty…[by agreeing to] certain societal rules that would be in everyone’s best interest to accept and obey” (Mackinnon 2013, p. 53).  Simply put, in order to successfully enjoy life and exercise our pursuit of happiness, sans fear of another individual harming or killing us during, we forfeit absolute freedom and obey laws established to remove these threats.

We agreed to a code of honor established so that we can pursue our happiness; we enjoy freedoms that could otherwise be taken from us if a sovereign power didn’t stand above us. However, increasingly society has begun to act in civil disobedience against the very powers that gave us the right to act that way in the first place. Today there are reports of rioters birthed by protesters that twist normative theory to suit their needs. For example, when it was once considered the right thing to do to avoid afflicting pain on others (an agreement that also falls within our society’s contractarianism) civil disobedience activists changed the right thing to do into “because I feel mistreated I will take what I believe is my right by force”.

People are fight to regain power when they already have all the power they need:
the right to life and the pursuit of happiness.

Let’s explain a bit more about civil disobedience activists. “For many disobedients, their breach of [contractualistic] law is demanded of them not only by self-respect and moral consistency but also by their perception of the interests of society” (Brownlee 2007). But, “Plato’s Socrates…maintains that he has an obligation to follow the laws of Athens since he has tacitly agreed to do so and he enjoys the rights and benefits of citizenship” (Brownlee 2007). So earlier we discussed ethics and how what is deemed good is relative. For our current protesters good is doing whatever necessary to obtain their objectives. If doing whatever necessary means that there could be casualties then that is the price that is required. However, that falls outside the contractual agreement our current society is under and goes against the idea of contractarianism in general. The original purpose of contractarianism was to create a society where self-interested individuals would not threaten the safety of others. So while one side is honoring the commitment the other is not.

Which brings us around to how important it is to have a PRSA that enforces its code of ethics. In a world where society will turn a blind eye against the transgressions of others, where one organization can willingly ignore an ethical standard that was once agreed to, where the moral law (which was intended to be held higher than the laws of society) is threatened, it is required, so that human beings can flourish, that individuals who transgress against one another be held liable. Perhaps not in the same manner as one is when they break the civil law, but in a way where one will understand what they are doing is wrong. For the exemplification is not limited to civil disobedience activists, but also exists in corporate and organizational society – where one party will ignore ethical judgement and take advantage over ethical or unknowing persons.  


The goal of the PR professional guide those who do not know where the line is.

So the idea of a PRSA that can enforce its code is ideal especially in a world where each individual retains a form of fear (fear of being deceived or fear for our safety or the safety of our loved ones) of individuals who will do whatever is necessary to meet their objectives. It is as if contrarianism doesn't exist in our contemporary society. However, if good is relative then what is wrong or bad remains just as difficult to define. So, we must reshape the PRSA's code of ethics. 

References

 Brownlee, K. (2007). Civil Disobedience. Retrieved September 26, 2016, from http://plato.stanford.edu/entries/civil-disobedience/#FeaCivDis 

 F. (2013). Descriptive vs. Normative. Retrieved September 26, 2016, from https://www.youtube.com/watch?v=p6C38QEJsCY 

 MacKinnon, B. (2013). Ethics: Theory and contemporary issues. Belmont, CA: Wadsworth Pub.