Ad, Pr, and society

Deontology

The ethical approach that evaluates actions based on duties, obligations, and motivations rather than consequences.

Deontological morality

The belief that actions should follow universal moral duties and principles regardless of their outcomes.

Consequentialism

The ethical approach that evaluates actions based on their consequences and results.

Consequentialist morality

The belief that morally right actions are those that produce the best possible consequences for everyone affected.

Utilitarianism

The ethical theory that recommends choosing actions that produce the greatest good for the greatest number of people.

Categorical Imperative

Kant's principle that people should act only according to rules they would want everyone to follow.

Universalizability

The idea that a moral rule should be applicable to everyone in similar situations.

Value rationality

Acting according to internalized moral values and principles because they are considered inherently right.

Instrumental rationality

Acting to achieve a specific practical goal or desired outcome.

Pragmatic reasoning

Thinking focused on whether an action will successfully achieve a practical goal.

Ethical reasoning

Thinking about whether actions conform to the values and norms of a particular group or society.

Moral reasoning

Thinking about whether actions follow universal standards of justice and fairness.

Practical reasoning

The broader process of deciding what one should do in a particular situation.

Self-interested motives

Motivations based on personal benefits, money, power, or self-protection.

Partial motives

Motivations based on benefiting or protecting a particular group rather than everyone.

Altruistic motives

Motivations based on helping others without seeking personal benefits.

Disinterested motives

Pure motivations based on moral principles rather than personal interests.

Autonomy

A person's freedom and ability to make their own decisions and pursue their own goals.

Negative liberty

Freedom from interference or restrictions imposed by other people.

Harm principle

The principle that individual freedom may be restricted when someone's actions threaten the rights or safety of others.

Paternalistic lying

Deceiving people because the persuader believes the deception will benefit them.

Psychological reactance

The tendency to resist persuasion and do the opposite when people feel their freedom is being restricted.

Stakeholders

All individuals or groups who may be affected by an organization's decisions.

Partiality

Favoring a particular person or group over others.

Descriptive media ethics

The study of how media professionals actually think about and behave in ethical situations.

Normative media ethics

The study of what media professionals should do and which ethical duties they should follow.

Intuitive moral judgment

Making ethical decisions quickly and automatically without extensive conscious reasoning.

Deliberative moral judgment

Making ethical decisions through conscious reflection and careful reasoning.

Truthfulness of the message

The duty to provide truthful information and avoid deception, misleading statements, and harmful omissions.

Selective truthfulness

Providing only certain true information while withholding other relevant information, potentially creating a misleading impression.

Authenticity of the persuader

Being truthful about one's own identity, beliefs, feelings, knowledge, and expertise.

Sincerity

Honestly expressing what one genuinely thinks, feels, or believes.

Respect for the audience's autonomy

The duty to allow audiences to make their own informed decisions without deception or manipulation.

Recognition respect

Respecting another person's rights and autonomy by limiting one's own behavior.

Appraisal respect

Respect based on admiration or positive evaluations of someone's qualities or achievements.

Equity of the persuasive appeal

The principle that persuasion should be fair and should not exploit unequal power relationships.

Emotional equity

The requirement that persuasive messages should not intimidate, emotionally manipulate, or stigmatize audiences.

Intellectual equity

The requirement that persuasive messages should be understandable and clearly identifiable as persuasion.

Social responsibility

The duty to promote the general public good and consider the interests of society.

Common good

The general well-being and interests of society as a whole.

TARES Test

An ethical framework for evaluating persuasion based on Truthfulness, Authenticity, Respect, Equity, and Social Responsibility.

Moral safeguards

Ethical principles that help prevent professionals from prioritizing personal or organizational self-interest over moral responsibilities.

Weasel words

Vague or ambiguous expressions that allow communicators to avoid making clear or accountable statements.

Sockpuppetry

The practice of using fake identities to pretend to be independent people, often to create fake customer reviews.

Objectification

Treating people primarily as objects or instruments for satisfying someone else's desires or goals.

Public relations (PR)

Professional communication that aims to improve and protect the reputation of a person, organization, or company.

Advocacy ethic

The principle that PR professionals should promote their clients' interests and persuade the public to accept their clients' claims.

Social responsibility ethic

The principle that professional communicators should prioritize society's interests and the general public good.

Advocate

A person who publicly supports and promotes the interests or views of a client or organization.

Client

The person, company, government, or organization that hires a PR professional.

Adversarial marketplace of ideas

A competitive public environment where different advocates promote and defend opposing views and interests.

Advocacy in the marketplace of ideas

The practice of promoting a client's views while competing with other advocates for public support.

Public sphere

The space in society where people and organizations communicate and debate public issues.

Objectivity ethic

The journalistic principle of providing complete, fair, neutral, and accurate information to the public.

Partisanship

Supporting a particular political party, group, or position instead of remaining neutral.

Excellence Theory

A PR theory stating that effective organizations involve PR professionals in management and emphasize two-way symmetrical communication.

Grunig's Four Models of Public Relations

Four approaches to PR: Press Agentry, Public Information, Two-Way Asymmetrical, and Two-Way Symmetrical.

Press agentry model

A one-way PR model that uses publicity, exaggeration, and sometimes deception to influence public opinion.

Publicity

Communication intended to attract public attention and generate interest in a person, organization, or product.

Public information model

A one-way PR model that provides factual information to the public while emphasizing information that supports the organization's interests.

Two-way asymmetrical model

A PR model that uses audience research to develop effective ways to influence and persuade the public in favor of the organization.

Two-way symmetrical model

A PR model based on mutual dialogue, cooperation, and understanding between an organization and its publics.

One-way communication

Communication in which an organization sends messages to an audience without meaningful dialogue or feedback.

Two-way communication

Communication in which an organization communicates with an audience and gathers information about its opinions and attitudes.

Symmetrical communication

Communication based on relatively equal power, mutual understanding, compromise, and willingness to adapt.

Asymmetrical communication

Communication in which one side has greater power and uses communication to influence or control the other side.

Publics

Groups of people who are affected by or interested in an organization or an issue.

In-house journalism

PR communication in which an organization provides information about itself in a style similar to journalism.

Press release

An official written announcement sent by an organization to journalists and other media outlets.

Press conference

An event where an organization or spokesperson communicates information and answers questions from journalists.

Focus group

A research method involving a small group discussion used to understand people's opinions and attitudes.

Public opinion research

The systematic study of people's opinions, attitudes, and beliefs about public issues or organizations.

Advocacy-priority

The principle that after accepting a client, a PR professional should actively promote the client's interests in public debate.

Evaluation

An ethical advocacy criterion requiring PR professionals to assess whether a client or issue deserves their support.

Priority

An ethical advocacy criterion requiring professionals to promote their accepted client's interests in public debate.

Sensitivity

An ethical advocacy criterion requiring professionals to balance client loyalty with social responsibility and fairness.

Confidentiality

The duty to protect a client's or organization's private information when keeping it secret is morally justifiable.

Leaking

The unauthorized disclosure of confidential information, usually secretly and often through journalists.

Whistleblowing

Publicly or officially reporting illegal or unethical practices to authorities or the public.

Veracity

The duty to communicate truthfully, avoid deception, and provide the information necessary for genuine understanding.

Reversibility

The principle that you should communicate with others in the same way you would want them to communicate with you.

Validity

The requirement that claims and arguments must be supported by evidence and justifiable reasons.

Transparency

The duty to openly reveal the source, identity, and relevant information behind communication and persuasion.

Visibility

The principle that audiences should be able to identify who is communicating with them and where information comes from.

Covert persuasion

Persuasion disguised as information, entertainment, or independent opinion.

Disguised persuasion

Persuasion presented in a way that hides its commercial, political, or persuasive purpose.

Astroturfing

The practice of creating fake public support for an issue, organization, or policy through paid or sponsored supporters.

Front group

An organization that appears independent but is actually created or sponsored by another interest group to promote its agenda.

Grassroots movement

A genuine movement consisting of ordinary citizens who independently support an issue or cause.

Euphemism

A mild or indirect expression used instead of a more direct or potentially offensive one.

Consent

Permission given by someone to allow an action or use of their information, identity, or participation.