The Shadow of Excellence: A Jungian Approach to Public-Relations Ethics

Abstract

The paper suggests that public-relations (PR) ethics might benefit from the ideas of Carl Jung (1875–1961), suggesting wholeness instead of goodness as an ethical foundation. PR ethics are located in professional ethics, highlighting problems with idealized self-images. The possibilities of a Jungian ethic are then explored, with emphasis on the integration of shadow material. Finally, these ideas are tentatively applied to public relations, asking whether the dominance of the Excellent Persona has fueled the shadow of deceit and manipulation. The paper is written from a hermeneutic perspective, viewing professional ethics through a Jungian lens.

Keywords:

• C.G. Jung
• Public Relations
• Professional Ethics
• Integration

Additional information

Notes on contributors

Johanna Fawkes

Johanna Fawkes (Ph.D. candidate, Leeds Metropolitan University, UK) is now an independent researcher and consultant following 15 years of public relations practice and fifteen years lecturing to all levels. Until 2004, she was Principal Lecturer at Leeds Metropolitan University. Some parts of this paper were presented at the International Communications Association Conference, Chicago, May 2009