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These three theories of ethics (utilitarian ethics, deontological ethics, virtue ethics) form the foundation of normative ethics conversations.
Utilitarian Ethics
The first ethical system in normative ethics, utilitarianism, is often equated with the concept of “the greatest good for the greatest number.” The idea is that ethical decisions are made based on the consequences of the action, which is why it is also sometimes called consequentialism. Interestingly, Curtin, Gallicano and Matthew found that, when faced with ethical situations in public relations, “Millennials will use utilitarian reasoning to avoid confrontation and achieve consensus.” The attraction of this ethical perspective may lie in the fact that it appears to be a way to weigh out the impact of behavior and determine the greatest good for the greatest number.
Deontological Ethics
The second prominent concept, deontological ethics, is associated with the father of modern deontology, Immanuel Kant. He was known for the ‘Categorical Imperative’ that looks for transcendent principles that apply to all humans. The idea is that “human beings should be treated with dignity and respect because they have rights.” Put another way, it could be argued that in deontological ethics “people have a duty to respect other people’s rights and treat them accordingly.” The core concept behind this is that there are objective obligations, or duties, that are required of all people. When faced with an ethical situation, then, the process is simply one of identifying one’s duty and making the appropriate decision.
Virtue Ethics
Finally, a third and growing area of philosophical reasoning with ethics is known as virtue ethics, one that has gained more attention in public relations scholarship in recent years. This philosophy stems from Aristotle and is based on the virtues of the person making a decision. The consideration in virtue ethics is essentially “what makes a good person,” or, for the purpose of this discussion, “what makes a good public relations professional?” Virtue ethics require the decision-maker to understand what virtues are good for public relations and then decisions are made in light of those particular virtues. For example, if the virtue of honesty is the of utmost importance to a good public relations professional, then all decisions should be made ethically to ensure honesty is preserved.
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