The Moral Compass of Public Relations: 1st Edition (Hardback) book cover

The Moral Compass of Public Relations

1st Edition

Edited by Brigitta R. Brunner


240 pages | 4 B/W Illus.

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Hardback: 9781138121546
pub: 2016-10-14
eBook (VitalSource) : 9781315646503
pub: 2016-10-04
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The civic and moral responsibilities of public relations are hotly contested topics. While many researchers call for focusing on ethics in public relations, they concentrate on ethics in relation to how people do their jobs. In actuality, emphasis should move beyond professional codes of ethics to include general morality and citizenship. Currently, as the profession receives greater scrutiny, it is important to be aware of the value of public relations in the community. This book centers on four areas of public relations’ conscience in order to examine its role in morality and citizenship: civic professionalism, corporate social responsibility, ethics, and public communication. This approach will help to answer the question of what is public relations’ responsibility to the public good.

Table of Contents


Brigitta R. Brunner

Part I: Moral and Civic Responsibility and Strategy

1. The Historical Development of Corporate Social Responsibility as a Strategic Function of Public Relations

Young Eun Park and Melissa D. Dodd

2. Penn State’s After-Sanction Response Strategy

Chang Wan Woo, Michael Gulotta and April Gulotta

3. Communicating Social Responsibility Efforts: A Success Strategy for Nonprofits or A Shift from Stakeholders’ Priorities?

Richard D. Waters and Holly K. Ott

4. A Rising Tide Lifts All Boats? The Constitutive Reality of CSR in Public Relations

Ashli Q. Stokes

Part II: Moral and Civic Responsibility in Theory and Practice

5. The Public Relations Postures of Organizational Civic Responsibility

Christie Kleinmann

6. Hope for the Future: Millennial PR Agency Practitioners’ Discussion of Ethical Issues

Tiffany Derville Gallicano and Kelli Matthews

7. Public Relations and Development: Ethical Perspectives on Communication for Societal Effectiveness

Amanda Kennedy, Sifan Xu, and Erich J. Sommerfeldt

8. The Impact of Organizations’ Ethical Approaches in Times of Crisis

Sora Kim, Jooyun Hwang, and Xiaochen (Angela) Zhang

9. In the Bind between Theory and Practice: Public Relations and Ethics of Neoliberal Global Capitalism

Marina Vujnovic and Dean Kruckeberg

10. Public Relations Ethics, Corporate Social Responsibility, and the Private Sector: The

Case for Corporate Community Resilience Support for Disaster Preparedness

Natalie T. J. Tindall, Jan Uhrich, and Jennifer Vardeman-Winter

11. Public Interest Communication and Polarized Issues: More than a Case of the Measles

Giselle A. Auger

Part III: Moral and Civic Responsibility in the Digital Age

12. Building an Ethic of Responsibility: Dialogue and Communitarianism as Public Relations Archetypes

Michael L. Kent and Maureen Taylor

13. Interplay in the Digital Media Environment: Putting Focus on the Blurring Line Between Advertising and Public Relations in South Korea

Samsup Jo

14. Digital Social Advocacy and Public Communication

Linda Hon

15. From the Natural World to Artificial Intelligence: Public Relations as Covenantal Stewardship

Donn J. Tilson

About the Editor

Brigitta R. Brunner, Ph.D., is Professor in the School of Communication & Journalism at Auburn University, USA. Her first edited volume, Creating Citizens: Liberal Arts and Community & Civic Engagement in the Land-grant Tradition, was published in May 2016.

About the Series

Routledge Research in Public Relations

Bringing together theories and thought from a variety of perspectives, this series features cutting-edge research addressing all the major issues in public relations today, helping to define and advance the field.

Learn more…

Subject Categories

BISAC Subject Codes/Headings:
BUSINESS & ECONOMICS / Business Ethics
BUSINESS & ECONOMICS / Public Relations
LANGUAGE ARTS & DISCIPLINES / Communication Studies