A global perspective on public relations ethics: The Middle East

Abstract

Sophisticated public relations is being practiced in the Middle East. However, the models used in that geo-political region are not identical to U.S. models, nor to those in other Western countries usually considered part of the “First World.” In particular, Moslem culture heavily influences much of Middle East practice. Some contemporary public relations literature indicates that the only “ethical” public relations practice embraces a “two-way symmetrical” model. However, a counterthesis contends that public relations is culturally relative in both its theories and in its techniques— inferring that a range of asymmetrical models may be most appropriate for a given culture and its social/political/economic systems. It reasonably follows that a cultural relativism capable of embracing a range of public relations models would require a like “relativism” in the consideration of professional public relations ethics. However, this consideration may not be problematic in much of the Middle East. Throughout parts of that geo-political region, nothing inherently precludes the practice of “two-way symmetrical” public relations in situations and environments where public relations would be practiced. In fact, given Middle East/Moslem culture, such model may be the most likely to evolve. Neither is satisfaction of the “ethical” demands of public relations inherently precluded in much of the Middle East, i.e., “ethics” within the particular context of “two-way symmetrical” practice that is advocated in some contemporary public relations literature. Dean Kruckeberg is professor of public relations and coordinator of the public relations degree program in the Department of Communication Studies, University of Northern Iowa.