Can't we all just get along: Cultural variables in codes of ethics

Ethical issues in the practice of public relations become increasingly complex when international borders are crossed. Differences in what ''counts'' as public relations as well as what ''counts'' as ethical practice abound. Rather than taking the position that a specific, ''objective'' code of ethics can be developed or arguing that cultural diversity makes ethical standards impossible, this paper argues that an international set of principles for practice is feasible. Such a set of principles can only be agreed upon if representatives of diverse organizations and cultural values will work together to understand each others' perspectives. This approach is consistent with the goal of ''mutual understanding'' that increasingly characterizes public relations practice. It is also consistent with recent theoretical work in ethics and postcolonialism.