Apart from the basic argument about whether the term public relations ethics is an oxymoron or not (it isn't), there are myriad, concrete, often tactical issues that have inherent ethical dilemmas.  In an effort to spawn discussions about ethics in our industry, I offer some thought son specific issues.

The following are thoughts that will help in considering these PR issues from an ethical perspective:

What ethics is not:

• merely accepted practice within an industry or profession;
• what you can get away with and still keep the public happy;
• merely respect for civil law.

There are many definitions of ethics.  Here is a useful one for application to professional ethics:

• The study of moral rightness or wrongness insofar as can be known by reason.

There are fie basic pillars of public relations ethics.  They are as follows: 

• Non-maleficence: to do no harm
• Beneficence: to do good
• Veracity: to tell the truth
• Confidentiality: to maintain privacy
• Justice: to be fair and socially responsible

The following papers discuss specific issues in public relations ethics:

Media Transparency

Religion at Work

An Ethics Oath for PR

Front Groups

Third Party Endorsement

Machiavellianism

Triple Bottom Line PR

Values