This ethical decision-making
model was derived by Ralph Potter of the Harvard Divinity School.
It includes four steps:
- Define the situation
- Identify values
- Select principles
- Choose loyalties
The benefit of this model
is that it forces the practitioner to prioritize the values and
publics that are most important to the organization in a given situation.
In most cases, the public relations professional is juggling relationships
with many constituents, none of which can be overlooked.
Try this example:
Assume you work on account
team at one of the top five public relations agencies in Washington,
D.C. The account executive informs you that you have been assigned
to the following new accounts which should bring in major revenue:
Ku Klux Klan wants to recruit new members and the Rights to Life
Society wants to promote a federal ban on abortions. What do you