ABSTRACT
This chapter on moral reasoning in the practice of public relations begins with the assumption that advocacy is a noble enterprise. The chapter provides deliberative tools to assure practitioners that their significant powers and talents as communicators are applied ethically. Specific principles at the heart of ethical advocacy are identified through a review of literature from classical and applied ethics that relate to the subject. Decision-making models for thinking through ethical issues in the field of persuasion are presented. The final deliberative tool discussed is the Test of Reversibility (the Golden Rule). It leads practitioners to conclusions about how to practice advocacy ethically by asking themselves how they want to be treated on the receiving end of persuasion. The chapter emphasizes that ethical behaviour in professional practice leads one not only to do good, but to experience personal growth, fulfilment, and a sense of living a life that is worthwhile.
