MKT 571 Public Relations and Ethics in Marketing

Analyze the role of ethics and social responsibility in marketing.

Evaluate public relations strategies for a new product or service.

INTRODUCTION

At multiple points in their careers, public relations (PR) practitioners are likely to face decisions that are ethical in nature. Such decisions reflect a range of ethical dilemmas between, for example, truth vs. loyalty, justice vs. mercy, short-term vs. long-term consequences, and the individual vs. the collective (Kidder 1995, p. 18; Stacks & Wright 1989, pp. 53-67). Public relations practitioners, by nature of their position and job responsibilities, are often in a crossroad of a range of competing interests. Often, the tension may be between the practitioner's own values and the culture of...