The theoretical ground for public relations and ethics: a Koehnian analysis. (Professional...

S. Baker. 2002. Journal of business ethics 36, no. 3: 191-205.

"Public relations literature laments the lack of a theoretical base for the practice and ethics of public relations. Drawing primarily on Koehn (The ground of professional ethics, 1994) and Hulton (Public relations review,

1999), this paper proposes such a theoretical ground. The paper adopts Hulton's assertion that 'the central organizing theme of public relations theory and practice' is relationships (Hulton 1999, p. 209). It also relies on Koehn (1994) to provide a theoretical discussion of the nature of professional ethics, and the ground on which professional ethics and public trust in the professions are based. It concludes, from a Koehnian perspective, that for public relations to move from the expertise and contractual models of practice into a covenantal model as a profession worthy of public trust, the field must devote itself to a defined human good (relationships), and must be grounded in a public pledge to serve this good."