ABSTRACT
This chapter explores the broader issues of truth telling and harm and how those larger issues play out within the three mass media professions—public relations, advertising, and news journalism. Of all the possible virtues a media practitioner would like to be known for, truth stands out as preeminent. Many people would say that the area of truth telling is where journalism and advertising and public relations definitely part company; however, from a professional perspective, truth is just as important to advertising and public relations as it is to journalism. A news story needs to appear within the broader context of its setting in order to enhance understanding, the contextual setting of information for both advertising and public relations can be much narrower. In the inevitable clash between personal and professional ethics, the weight is usually on the professional side. For those in advertising and public relations, the task of mitigating harm is even more demanding.
