Final answer:
In public relations practice, consequentialism is a commonly used ethical orientation, but elements from normative ethics, including duties, outcomes, and character virtues, also play significant roles. Ethos is also crucial for maintaining trust and credibility.
Step-by-step explanation:
In public relations practice, a common ethical orientation used is consequentialism, which assesses the morality of actions based on their outcomes or consequences. However, practitioners often integrate elements from various ethical theories to navigate the complex moral landscape of public relations. This integration can include aspects of normative ethics, which deals with what individuals should do, covering approaches like consequentialism, deontological ethics related to duty and following moral laws, and virtue ethics focusing on character and moral virtues.
Professionals in public relations also adhere to ethos, an ethical appeal, ensuring they remain trustworthy and credible in their communications. Depending on the situation, they may also draw upon care ethics, emphasizing the importance of caring relationships and the subjective nature of ethical decision-making, particularly when engaging with stakeholders on a personal level or dealing with sensitive issues. In many cases, the ethical orientation aligns with an organization's values and the wellbeing of both the public and the organization itself.
Pluralism and relativism also play roles in public relations ethics, acknowledging that different cultural and historical perspectives can influence what is considered morally acceptable. In this field, ethical decisions are not only about following a set of rules but also about considering the broader social impact and the well-being of all stakeholders involved.