2. Introduction
Some would argue that public relations professionals are tasked with
“doing the right thing.” But what is the right thing?
The study of ethics helps identify the process public relations
professionals use in order to make decisions about what course of
action is the right one to take.
To provide greater context in understanding the unique application
within public relations, it is helpful to have a brief overview of major
areas of thought.
3. Definition of Ethics
Ethics is a Greek word and Moral is a Latin word but both mean the same
thing, that is wrong or right.
Ethics is the science which studies the morality of human act through the
natural reasoning. (Mcfadden 1967)
Ethic is generally or normally accepted in an area (Campbell, 1969)
4. Ethics is a philosophy based on moral values and reasoning. It contains
distinct conduct rules that regulate particular choices of actions or
decisions (Mappes & DeGrazia, 2001).
Definition of Ethics Cont’d
5. Codes of Ethics
Within any given profession, a code of ethics
serves as a means of self regulation and a source
of guidelines for individual behaviour and
responsibilities.
6. Professional Code of Ethics
These are a system of rules and principles by which that profession is
expected to regulate its members and demonstrate its responsibility to
society.
7. International Council of Nurses Codes
(1993)
The fundamental responsibility for the nurse is in four folds; To
promote health, prevent illness, restore health, alleviate pain and
suffering.
The need for nursing is universal; inherent in nursing is respect for life,
dignity and rights of man.
Nurses render health services to the individual, family and community.
8. Ethical Principles
These are the moral norms that nursing, as a profession both demands
and strive to implement to everyday practice.
Ethical principles the nurse should consider when making decisions are
as follows;
Respect for persons
Autonomy
Beneficence
10. Ethical Dilemma
A dilemma is defined as a situation requiring a choice between two
equally desirable or undesirable alternatives.
Ethical dilemma occurs when a problem exist that forces a choice
between two or more ethical principles.
11. Ethical Dilemma Cont’d
Ethical dilemmas in health care come up frequently, and they often
address life and death issues.
Examples of ethical dilemma;
Starting/discontinuing life support
Blood transfusion
Abortion
12. Ethical Decision Making
Ethical decision making entails a distinctive choice between
undesirable options.
Nurses must learn how to make ethical decisions, and nurse
managers/leaders must direct and guide nurses in making such
decisions.
13. Ethics- The Moral Component
Difficult personal choices arise in the context of modern health care.
These choices raise fundamental questions about morally right or
wrong actions in connection with the care and treatment of illnesses
and the promotion of health.
The ethical component of nursing is focused on matters of obligation or
what ought to be done.
This is essential if nurses are to make judgments and decisions with
regards to how to act with each client and in each situation- the moral
aspects of decision-making.
14. Ethics- The Moral Component
The ethical pattern of knowing in nursing requires an understanding of
different philosophical positions regarding what is good, what ought to
be desired, and what is right.
Moral code in nursing addresses the concept of service, and respect for
human life but not how to handle ethical dilemmas.
15. Ethics- The Moral Component
The knowledge of ethical codes will not provide answers to the moral
questions involved in nursing, nor will it eliminate the necessity for
having to make choices and being responsible for the choices made.
It should result in greater awareness of what is involved in making
moral choices.
17. Ethical Theories Cont’d
Teleological theories (from the Greek word teleo, meaning goal or purpose) seek to
justify moral principles in terms of some overall goal or sense of purpose in nature or
human society.
Man, in his view, has an in-built tendency to strive towards his fulfilment as human
being of his physical, emotional and intellectual faculties. The goal, which governs this
striving, is the pursuit of happiness.
The rule in this case is ‘An action or principle is good if and only if it is conducive to
the greatest happiness for the greatest number of people’. Looks to the consequences of
an action in judging whether that action is right or wrong.
18. Ethical Theories Cont’d
Deontology:-From the Greek word deon, meaning duty.
Kant (1969) argues that is not the end or consequences of an act, which makes it right or wrong, but the
moral intention of the agent.
It is the good intention, the intention to perform one’s moral duty, which determines whether an action is
praise worthy or not.
This moral intention must be:
Universal
Unconditional and
imperative
Proposes that the mortality of a decision is not determined by its consequences. It emphasizes duty,
rationality, and obedience to rules
19. Ethical Theories
The difference between Teleology and Deontology can be seen when
each approach is applied to the issue of abortion
Example:
Teleology approach/abortion: saving the mother’s life (the end, or
consequence) justifies the abortion (the mean, or act)
Deontology approach/abortion: consider any termination of life as a
violation of the rule “do not kill” and therefore, would not abort the
fetus, regardless of the consequences to the mother
20. Ethical Theories
Intuitionism:-Perhaps, this is the purest form of subjective theories.
It is the theory that we arrived at by rational introspection, by looking
into our minds and grasping what we find there.
Intuition means direct perception and insight.
Intuitionism emphasizes two important features of moral experiences:
• Our consciences are performed (educated or socialized) in some way before
we come to make moral judgment for ourselves.
• To be responsible moral agents, we must have internalized moral values and
make them our own.
21. Ethical Theories
Intuitionism is summarized as the notion that people inherently know
what is right or wrong.
Determining what is right is not a matter or rational thought or
learning (e.g. the nurse inherently knows it is wrong to strike a client,
the nurse does not need to be taught this or to reason it out)
22. Ethical Theories
Agapeistic/caring:-This unfamiliar word comes from Greek word for
‘caring love’ and refers to those ethical theories, which seek to base
moral principles and decision-making ultimately on love.
In theological terms, the argument runs that God is love, and because
man is made in the image of God, the most important thing about man,
the most important value in human life is love.
23. Ethical Theories
In terms of this theory, love is not only the ultimately test and justification
for our moral principles.
It can also be the basis on which we make specific moral judgments.That
is, deciding what is the most loving thing to do in the circumstances/
This is also based on relationships. Caring is a force for protecting and
enhancing client dignity.
Caring is of central importance in the client-nurse relationship (e.g. nurses
use trust-telling to affirm clients as a persons rather than objects and to
assist them to make choices and find meaning in their illness experiences).