Ethical Decision Making Models

Sometimes, people consider understanding the obligations of public

relations professionals as a science. The ability to apply ethical reasoning
into a tapestry of various situations, however, is truly an art. In an attempt
to address this, many scholars have proposed ethical decision-making
processes, based on ethical frameworks previously addressed. The
following are three popular models that are designed specifically for
professionals to understand how to apply their ethical commitment in
action. The following is a brief introduction to these decision-making
models:
 Bowen's Model for Strategic Decision Making:
This model for ethical decision-making is specifically
designed to help with  issues management. In other
words, it helps professionals make correct decisions
in a management process in order to avoid ethical
problems and crises. In this model, Bowen suggests
first ensuring that the professional is autonomous in
the decision making process. In other words, it is
important in this model that the public relations
professional is free of outside influences that may
change what choices they would make. Then the
model guides the professional into making a
decision based on considerations for the key duties
to the client and publics. In making the decision,
professionals are encouraged to consider whether
others in similar situations could be obligated to
perform the same way, whether they would still
make the same decision if they were on the
receiving end of the choice, and whether similar
situations like this have been faced before. After
making the decision, there is also guidance on how
to communicate the choice. Questions that a
professional should consider include “am I doing the
right thing?” and “am I proceeding with a morally
good will?”
 TARES Ethical Persuasion: Often, public relations
professionals are communicating messages
designed to influence values, opinions, beliefs and
behaviors. When using persuasive communication,
there are certain ethical obligations that the
communicator holds. The TARES model is a guide
for this kind of communication. TARES, suggests
using the following acronym as a guide:
“Truthfulness (of the message) Authenticity (of the
persuader), Respect (for the persuadee), Equity (of
the persuasive appeal) and Social Responsibility (for
the common good).” In other words, the public
relations professional needs to make sure their
communication aligns with each of these five areas
prior to using it.

 Potter’s Box for Decision Making: This is perhaps

one of the most simple but often employed models
for making ethical decisions. This model was
developed by social ethics professor, Ralph Potter
and is often used in a variety of professions. This
process guides individuals through a four step
process involving 1) examining the issue at play in
the situation; 2) identifying values that should be
employed, 3) recognizing guiding principles and 4)
ascertaining loyalties that should be employed. This
model is one that rests on professionals
understanding principles, values and loyalties in
order to be able to navigate the ethical choice
correctly.
These three models are certainly not exhaustive. In fact, there are many
more and they are valuable to learn in order to apply in various situations.
The main thing to understand is that these models have specifically been
developed in order to guide professionals who face a plethora of
situations. Rather than expecting professionals to make decisions that are
ethical on a case-by-case basis, the models provide a universal guide to
understanding the ethical obligations held by this profession.

But are codes of conduct (discussed in lesson one) and ethical decision-
making models enough to create ethical professionals?