Copyright -- Table of contents -- List of figures -- About the author -- About the consultant editor -- Foreword -- Preface -- Part 1 What lies beneath -- Ch. 1 Before we begin: new profession… or one of the oldest? -- PUBLIC RELATIONS ETHICS: OXYMORON? -- A TARNISHED HISTORY -- DEFINING OUR TERMS -- A PROFESSION OR PROFESSIONALISM? -- ASPIRING TO PROFESSIONALISM -- MEASURING YOUR PROFESSIONALISM QUOTIENT -- Ch. 2 Untangling the web: the 'truth' and other strangers -- AN EPIDEMIC OF LYING -- THE 'TRUTH' IN PUBLIC RELATIONS -- CAN YOU PREDICT HONESTY? -- ONE PRINCIPLE AMONG SEVERAL -- Ch. 3 Truth, trust and the virtue of being 'good' -- TRUTH AND TRUST -- THE LIMITS OF ORGANIZATIONAL RESPONSIBILITY -- TO WHOM ARE YOU LOYAL? -- THE VIRTUE OF BEING 'GOOD' -- Ch. 4 Whose rights are right? -- RIGHTS AND RESPONSIBILITIES -- WHEN MY RIGHT CONFLICTS WITH YOURS -- CONFLICTING RIGHTS IN PUBLIC RELATIONS -- Ch. 5 The trouble with rules -- RULES RULE OUR LIVES -- THOSE DARN DEONTOLOGISTS -- THE REAL TROUBLE WITH RULES -- 'SITUATIONS ALTER CASES' -- MORAL RELATIVISM AND SITUATIONS -- THE PROBLEM WITH SITUATIONS -- Ch. 6 Robin Hood ethics -- WHAT THE HECK IS 'UTILITARIANISM'? -- MOTIVES BE DAMNED -- PROBLEMS WITH ROBIN HOOD -- Part 2 Ethics and the practitioner -- Ch. 7 Your staircase to respect -- R-E-S-P-E-C-T -- STILL THE MORAL CHILD -- THE MORAL CHILD GROWS UP -- AN ETHICAL LITMUS TEST? -- MORE THAN GOOD MANNERS: ETHICS AND ETIQUETTE -- MORALITY AND YOUR LEVEL OF COMPETENCE -- THE VIRTUE OF HUMILITY -- Ch. 8 The good, the bad and the (almost) ugly: ethics codes -- CODES AS CONTRACTS -- MINIMUM STANDARDS OR IDEALS? -- WHO NEEDS CODES, ANYWAY? -- A GLOBAL CODE? -- RELYING ON A PERSONAL CODE -- USING PERSONAL VALUES -- DEVELOPING YOUR OWN CODE -- Ch. 9 Sex and the single (or not) PR practitioner: conflict of interest -- DEFINING A CONFLICT.

SLEEPING WITH… THE ENEMY? -- PRACTICALITIES BEFORE ETHICS -- OUTSIDE CONFLICTS -- PERSONAL RELATIONSHIPS AND ETHICALPRINCIPLES -- OTHER CONFLICT SITUATIONS -- Ch. 10 You… against the world -- A DILEMMA YOU DON'T NEED -- A CONTINUUM OF TATTLING -- HOW TO BE A WHISTLE-BLOWER -- TATTLING -- THE TEMPTATIONS OF MOONLIGHTING -- Part 3 Strategies and dilemmas -- Ch. 11 PR ethics and the media: the old and the new -- OUR RELATIONSHIP WITH JOURNALISTS -- MEDIA ACCESS AND ETHICS -- JOURNALISTS HAVE CODES, TOO -- ASPECTS OF ETHICAL MEDIA RELATIONS -- MEDIA TRANSPARENCY AND PR ETHICS -- PR ETHICS AND THE NEW SOCIAL ORDER -- Ch. 12 Persuasion… or propaganda? -- ENGINEERING CONSENT -- ETHICAL PERSUASION… AN OXYMORON? -- PR FOR BIKER GANGS? -- ANY CLIENT, ANY TIME? -- THE ADVOCATE ARISES -- THE 'RIGHT' TO PR COUNSEL -- SNEAKY PROPAGANDA -- A WAR OF WORDS -- THE PITFALLS OF EUPHEMISM -- DOUBLESPEAK -- THE 'CONTROLLED LEXICON' -- THE VOCABULARY OF PUBLIC RELATIONS -- PERSUASION BY LOBBY -- TRANSPARENCY VERSUS OBFUSCATION -- Ch. 13 Good causes and bad taste -- 'AWARE' OF THE ISSUES -- A STAPLE OF COMMUNITY RELATIONS -- SEEKING A GOOD FIT -- FROM GOOD CAUSES TO GOOD TASTE -- Ch. 14 Authorship and deception -- A PR PRACTICE -- THE UNSEEN AUTHOR -- CROSSING THE LINE? -- ACCEPTABLE VERSUS UNACCEPTABLE USES -- Part 4 Organizations, ethics and public relations -- Ch. 15 The true reality of everyday ethics:making decisions -- WHY MAKE A DECISION AT ALL? -- THE BEST YOU CAN HOPE FOR -- ETHICAL DILEMMAS: NOT ALL THE SAME -- DECISION STEPS -- MAKING THOSE ETHICAL DECISIONS IN PR -- A CASE IN POINT -- OTHER APPROACHES -- CRITERIA FOR SECOND GUESSING -- PR PRACTITIONERS AS ETHICAL DECISION-MAKERS -- THE RESEARCHER TOLD US SO -- Ch. 16 PR and the corporate ethics programme -- ORGANIZATIONAL ETHICS/PR ETHICS: NOT THE SAME THING -- ETHICS AS WINDOW-DRESSING.

SOCIAL RESPONSIBILITY DEFINED -- THE CASE OF THE TRIPLE BOTTOM LINE -- ORGANIZATIONAL ETHICS AND PR -- Ch. 17 Making business accountable: the 'new breed' of PR -- BACK TO THE CLASSROOM -- TEACHING AND LEARNING -- LEARNING ABOUT ETHICS -- DRAWING TO A CONCLUSION -- Appendix 1 For your bookshelf -- Appendix 2 Chartered Institute of Public Relations Code of Conduct* -- Appendix 3 Guidelines for the ethics audit -- Index.