ABSTRACT
This conclusion presents some closing thoughts on the key concepts discussed in the preceding chapters of this book. The book explains a new theoretical framework for reviewing the role of professions in society and encouraging the collective reappraisal of its ethics. Drawing on a wide range of literature from the sociology of the professions, old and new approaches to ethics, philosophical debates and public relation (PR) texts, suggested that professions generally, and PR in particular, face profound ethical problems in their relationship with society. The Jungian psyche forms the foundation for a new approach to professional ethics, constructed from a range of sources but rooted in Jungs sense that wholeness, not goodness, is the wellspring of moral maturity. Using Jungian analytic tools to identify the main narratives, archetypes and myths would yield insights unavailable in standard audits, raising issues that tend to be ignored in ethical scrutiny. This revisioning of professional ethics moves away from blame towards responsibility.
