Moral dilemmas, trials, and gray areas: Exploring on-the-job moral development of public relations professionals

Abstract

This qualitative exploratory study applied moral development theory to examine how 35 public relations professionals perceived their on-the-job moral development. Findings suggest that public relations professionals gain moral growth via dialogue and experience-based encounters involving moral values and moral intuition over the span of their careers. Results confirm previous theoretical research regarding moral development of public relations professionals situating practitioners as moral thinkers who apply personal and societal moral values to industry contexts.