The main objective of this study was to find out ethical dilemmas facing PR practitioners. It was
guided by three key research questions such as: (1)What are the ethical dilemmas facing PR
Professional in Arusha, (2) What are the causes of ethical dilemmas facing PR Professionals in
Arusha and(3) How do PR Practitioners make ethical decisions when they face with ethical
The study was guided by Deontology theory by Immanuel Kant which states people have the
duty to always obey moral rules, regardless of any positive outcomes that can come from
Interview was used to collect data from PR practitioners in Arusha.
The major findings show that that most of PR Practitioners facing ethical dilemmas caused by
the government and their organizations.
This research recommends that whatever the organizations are concerned must show their great
co operations to make sure PR Practitioners perform their duties to the best of their ability.