Public relations models and persuasion ethics: a new approach

Abstract

PurposeThe purpose of this paper is to review public relations and related literature to examine attitudes to persuasion and propaganda as part of a long‐term project to produce an integrated ethical framework.Design/methodology/approachA critical approach to existing literature, examining assumptions and value judgments underpinning core texts and other writing. The limitations of systems, marketplace and relationship theory are briefly examined.FindingsThe dominance of systems theory and its reluctance to engage with persuasion has created a vacuum which is filled by critics, such as Stauber and Rampton. The common models of public relations – boundary spanner, advocate, relationship manager and propagandist – have limited discussion of persuasion and persuasion ethics, with the exception of the rhetorical version of advocacy which has produced considerable material of interest. However, rhetoric is rarely taught in the UK and the marketplace approach is more common. Social psychology has useful insights into persuasion and the Maletzke model is adapted to suggest future direction for an integrated ethical framework.Research limitations/implicationsThese are preliminary findings, based on literature, which will underpin the PhD started in July 2007. The application of the model is explored but has not yet been tested in practice.Practical implicationsIf practitioners internalise particular versions of public relations and adopt ethical assumptions connected with each model, competing views of PR ethics will undermine an integrative approach. The adapted model proposed in this paper can be used either as a tool for analysing communication ethics or as a practical guide to professional behaviour.Originality/valueOthers (L'Etang, Piezska, Moloney, Weaver, Edgett) have covered some of these issues. This paper links ethical approaches with models of public relations and suggests the use of a communication model rarely referenced in PR literature.