Abstract
J. E. Grunig's (1992a) seminal work on excellence theory and subsequent works by other scholars advance the two-way symmetrical model as a best-practice approach to public relations (PR). In part, two-way symmetry is preferred because of an assertion that it is the most ethical form of practice. However, only within a means-based deontological framework do two-way symmetry and the principle of dialogue emerge as universally ethical. Taking an ends-based utilitarian standpoint makes the potential ethical flaws of two-way symmetry apparent. Issues of moral luck, hegemony, and the limitations of dialogue also pose problems for the moral primacy claims surrounding two-way symmetry. The analysis that follows points toward a need for a more relative and contingent approach to PR ethics, and by extension to PR practice itself.
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