Today we have an another debate about the only way to practice ethical PR is to work
in the not for profit sector, everything else is just corporate, political or
consumer propaganda. As for me, the topic is whether corporations do share social responsibilities or just use it as a PR tactic.
According to Wikipedia, CSR is titled to "aid an organization's mission as well as a guide to what the company stands for and will uphold to its consumers. Development business ethics is one of the forms of applied ethics that examines ethical principles and moral or ethical problems that can arise in a business environment." Nowadays a number of companies in the world share their responsibilities, some big companies in particular, P&G is one of them. For example, in P&G an External Relations department was established, mainly aiming to CSR projects such as Hope Project, donation schemes, etc. But in my point of view, these activities are also a good tool to build up their reputation in society, trying to show a sound image in front of their consumers as well. That's why the events are PR events, not pure donation or Hope project activities. Giddens’ theory of structuration (Giddens, 1979, 1984b) wasused as framework for understanding the translation of the public relations practices as processes of that profession to the institutionalisation of CSR practices and the relationships between normative, coercive and mimetic pressures and legitimacy.
This is P&G Safeguard Volunteer activity, inviting famous national volley player Lang Ping last year. The event got good media exposure through both print media and internet.
Therefore, I'd like to say ethical PR is not for non profit business, but for profit for the organisations indirectly. A PR event is called CSR.
Reference:
CSR, Wikipedia, http://en.wikipedia.org/wiki/Corporate_social_responsibility
Internal material, Fleishman-Hillard Internation Communications, 2011
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