Characteristics and Dimensions of Ethical Leadership in Public Relations

Abstract

This study explores the characteristics of leadership in developing and managing ethics in public relations, based on in-depth interviews with 20 public relations executives in the United States. Systematic analysis of the interview data identified multiple dimensions of ethical leadership and ethical knowledge, and suggested that ethical leadership is grounded in personal rather than professional characteristics. Personal ethics, interpersonal behaviors, and articulation of ethical standards emerged as 3 salient characteristics of an ideal leader in facilitating knowledge transfer of ethics in public relations organizations. Ethical knowledge is implicit, intangible, personal, and often difficult to identify or articulate, posing a challenge for the transfer of knowledge through structured and formalized approaches. Theoretical implications and practical recommendations are discussed.

Notes

¹For modeling to occur, an individual must first pay attention to the behavior. He or she must be able to create an internal representation of the behavior observed, and to have the physical and mental abilities to replicate the behavior. The final condition suggests that individuals will demonstrate that learned behavior if incentives are present.

²The PRSA (2009) Code of Ethics states the following in its preamble: “Emphasis on enforcement of the Code has been eliminated. But, the PRSA Board of Directors retains the right to bar from membership or expel from the Society any individual who has been or is sanctioned by a government agency or convicted in a court of law of an action that is in violation of this Code.”