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ed by the discreet manipulation of the persuaders,” the Harvard
intellectual and advisor to John F. Kennedy argued, “shows that they are not very
urgent.” (1958: 8) A photo and bibliography of Galbraith are in the Rogue’s Gallery.
The ironic effect of advertising is that it typically promises far more than the product can
deliver. The pursuit of such false promises leads to social, environmental, and economic
damage of the kind with which North Americans—obese, indebted, and with our homes
overfilled with goods--are only too familiar. In Martin’s view, such illusory appeals as
made by advertisers tamper with humanity’s inherent capacity for truth, offering us
misleading and ultimately harmful messages that argue that happiness lies in material
consumption. “It is better to be a dissatisfied human,” Martin quotes Socrates, “than a
satisfied pig.”
b. public relations
Public relations originated as a response to the growth of large corporations, and the
need of such corporations—Rockefeller’s Standard Oil, Andrew Carnegie’s Carnegie
Steel Corporation, or the J.P. Morgan bank—to do “damage control” in the late
nineteenth
century when public opinion began to turn against the large corporate “trusts.”
In the twentieth century, the greater centrality of media in the culture required
corporations to find ways to manage their relationship with journalists. Ethical complexity
was, and is, at the centre of public relations as a communicati无忧论文 【http://www.uklunwen.com】on enterprise. This
complexity develops at the point that the private interests of those who hire PR firms
negotiate with the public good. Martin writes (186):
“At the core of the whole public relations endeavour is the problem of ethics. It arises
the moment we contemplate the possibility that the best interests of a particular
institution, public or private, commercial or non-commercial, may not coincide with the
best of the public generally.”
Public relations is the product of such an imperfect world—one of clashing interests,
moral ambiguity, and strategic half-truths. Born of elite concerns to manage democracy
on behalf of the powerful, and yet a valuable tool available to charities and non-profits as
they seek to get their socially positive messages heard in a noisy media culture, PR
remains one of the most ethically conflicted areas of professional communication.
c. Ivy Lee and the ethics of PR
"This is not a secret press bureau. All our work is done in the open. We aim to supply
news.”
From Ivy Lee’s “Declaration of Principles,” 1906
Martin then uses the life and career of one of the founders of PR, Ivy Lee, to discuss PR
ethics. Where Walter Lippmann and Edward Bernays might be taken as the intellectual
founders of PR, Lee was its earliest major practitioner. The purpose of PR in Lee’s view
was to “create or encourage a favourable image of a company in the public mind.” Lee
personified the ethical complexity |
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