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
- 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.