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