Toward an Ethical Framework for Advocacy in Public Relations

Abstract

The ultimate aim of this article is to help develop a systematic ethical framework for advocacy in public relations. It reviews selected literature on public relations, professional ethics, advocacy, rhetoric, and persuasion to propose 10 criteria for ethically desirable advocacy. It is argued that these criteria are the starting point for developing an ethic of advocacy in public relations. Although the literature review is not exhaustive, it is sufficient to show that there are arguments to be made in favor of the persuasive-advocacy function in public relations. It also provides sufficient background from which to draw a set of ethical parameters for advocacy. The literature forms the basis of a 2-part inquiry into: (a) whether persuasion is a legitimate public relations function; and, (b) whether it can be performed to high ethical standards. A model for ethically desirable advocacy is proposed as one means for answering these 2 questions in the affirmative.

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