ABSTRACT
This introduction presents an overview of the key concepts discussed in the subsequent chapters of this book. The book provides a lifetime of reading, writing, thinking, dreaming, failing, starting again, denying, confronting, shifting and teaching. This is an adventure in thinking and feeling about ethics generally and in the field of public relations (PR) particularly. In bringing reflections from ethical philosophy and Jungian psychology to the field of PR, hope to contribute to the sudden expansion in PR theory, multi-perspectival and hence very interesting. Public relations ethics and its relationship to society are examined, and the main schools of thought in the field are introduced, together with their approaches to ethics. Much of the new writing locates public relations ethics not in specific situations but an expression of economic power. Power has raced up the agenda in the past few years of PR scholarship and seeks to enter this discussion to a certain extent but with a focus on ethics.
