Professional Ethics
As a publicist it is extremely important to conduct business with the most professionalism and ethical mannerism as possible. Ethics "is concerned with how we should live our lives. It focuses on questions about what is right or wrong, fair or unfair, caring or uncaring, good or bad, responsible or irresponsible, and the like." Publicist have the responsibility of making ethical decisions that take into consideration (1) the public interest, (2) the employer's self interests, (3) the standards of the publicists profession, and (4) their personal values. The most common issue for a publicist is ethically communicating while at the same time serving as an advocate for a particular client or organization. For some, traditional ethics prevent a person from taking an advocacy role because that person is "biased" and trying to "manipulate" people. Because of the concept of role differentiation, society is understanding of the advocate operating within an assigned role, much like a defense lawyer or prosecuting attorney in court. The giving of gifts or services for favoritism in return is condemned because it undermines the media's credibility and the public trust.
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