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Enlightened Self-interest Model Baker

Baker proposes enlightened self-interest as a baseline for justification of persuasive communication activities. The key point of this model is that:

Businesses do well by doing good.

Those who propose this model use potential for profit as a basis for justifying acts that are ethical. The creator suggests that:

  • By behaving ethically, companies gain a competitive edge and are more respected in the marketplace.
  • Businesses who make a short term investment in order to behave ethically will reap the rewards in the long term.

Opponents of this model argue that self-interest cannot be a core value of public relations ethics programs because you are effectively ignoring the interests of your publics. Also, enlightened self-interest can be interpreted as just an easy way out of making difficult decisions. Ethics is about doing right where others, not just yourself, are concerned.

Responsible Advocacy

Enlightened Self Interest
Two-Way Communication
Attorney/ Adversary