Publication Cover
Journal of Mass Media Ethics
Exploring Questions of Media Morality
Volume 20, 2005 - Issue 4
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Original Articles

Moral Fables of Public Relations Practice: The Tylenol and Exxon Valdez Cases

Pages 231-249 | Published online: 17 Nov 2009
 

Abstract

Discussions of the Tylenol and Exxon Valdez cases found in textbooks, public relations scholarship, and news coverage are assessed to understand the meanings that practitioners, educators, critics, and journalists have attributed to those events. The essay objects to a central claim made by critics who say these cases set standards for ethical behavior in public relations. This claim, according to us, mistakes moral drama for ethical deliberation.

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