A SYSTEMS-MODEL FOR ETHICAL DECISION-MAKING IN PUBLIC-RELATIONS

Systems theory has been successfully used to characterize behavior in a myriad of disciplines. Its transformational model of describing organizational processes can, and has, been used to delineate the decision-making process fruitfully. All that is needed to adapt this model to ethical decision-making is to identify the relevant inputs and the proper decision-making levels within the model at which these inputs should be considered. This is an especially useful tool for aiding the public relations practitioner in an ordering of stakeholder claims and a balancing of obligations based on the role and function of the practitioner. Dr. Bivins is an associate professor in the School of Journalism at the University of Oregon.