ABSTRACT

The Self-Correction Model (SCM), which was presented in the academic theory of public relations by the author in English in 2002 integrates the three elements of "ethics," "two-way communications," and "self-correction." In order to implement self-correction it is necessary to constantly work at keeping the "ethical sense" active within individuals and organizations. It is not enough to superficially put the word "ethics" in a mission statement, or to just have a code of ethics without embedding it into the activities of the organization. In the SCM it is the ethical sense that equates to a global positioning system-like positioning system. Things and processes need to change, but they are changed by people who as human beings have an ethical sense of right and wrong. In terms of the SCM, the goal is to embed an ethics-based self-correction function into an organization that allows it to successfully achieve its goals, while also contributing to the wider good of all its stakeholders.