Document Type
Theses, Masters
Rights
Available under a Creative Commons Attribution Non-Commercial Share Alike 4.0 International Licence
Disciplines
Economics, Industrial relations, Business and Management.
Abstract
Corporate Public Relations (PR) Ethics is always a top research topic in theory and practice as PR practitioners often have numerous ethical choices to make when addressing controversial issues. However, how to quantify or measure the ethical alternatives of PR decision making and help public relations practitioners make more ethically correct decisions is an open problem. To address this problem, this thesis proposes the PR "Ethical Compass" as a measuring tool or technique to help corporations justify and evaluate the consequences of their ethical public relations decision making. To investigate the advantages and disadvantages of the Ethical Compass technique, qualitative research was used to first identify ten corporate public relation cases, then quantitative research was used to collect public opinions and corporate financial data to test each case against the "EthCom Rating" calculated by the tool. The Ethical Compass tool is directed towards PR practitioners and all those interested in public communication who seek an effective mechanism for measuring the projected outcome of corporate ethical decision-making.
DOI
https://doi.org/10.21427/D7J11W
Recommended Citation
Luo, L. Q. (2017) A Corporate Ethical Compass Tool to Measure Public Relations Decision Making. Masters thesis, DIT, 2017. doi.org/10.21427/D7J11W
Included in
Arts Management Commons, Business Administration, Management, and Operations Commons, Business and Corporate Communications Commons, Business Law, Public Responsibility, and Ethics Commons, Nonprofit Administration and Management Commons
Publication Details
Thesis submitted in partial fulfilment of Master's degree in Public Relations, 2017, to Technological University Dublin.