2008 PROCEEDINGS - Public Relations Society of America

The interview process was guided by an interview protocol that contained a series of
broad, open-ended questions. The selected questions provided a brief introduction to the issue.
Questions were asked in a pre-determined order based on specificity. Primary questions, such as
“Describe your role within the organization” acquainted participants to the interview process and
served as a broad way for the researcher to delve into how public relations practitioners make
meaning of public relations ethics. Later questions, such as “Can you describe a time when you
had to make an ethical decision?” encouraged respondents to articulate specific experiences
related to ethical decision making. In order to get further description and encourage continuing
dialogue, the researcher asked follow-up questions or probes such as “Why?” “Can you please
give me an example?” or “How did that make you feel?”
Data Analysis
Each interview was transcribed, coded and analyzed for themes relating to the research
questions of the study using the constant comparative method. During the coding process, the
author created lists of themes and patterns related to interviewee responses. These themes were
then assigned to the two research questions and matched to specific passages within the
interview transcripts. Researcher memos, observer comments (OCs), and scholar-to-scholar
feedback enhanced data analysis and reflexivity.
Results
Public relations practitioners drew upon a variety of personal philosophies, workplace
experiences, and protocol during the decision making process. They made meaning of public
relations decisions through relationships with individuals and the assistance of decision making
rubrics and role models. Practitioners interpreted deontological models of public relations as
useful, but difficult to follow. Evidence that helped answer the two research questions is offered
below.
RQ1: How do public relations practitioners make ethical decisions in the workplace?
Public relations practitioners made ethical decisions by promoting respectful working
relationships with media contacts, coworkers and clients; by communicating information in an
honest manner; and by using the assistance of mentors and decision making protocols.
Respect
Public relations practitioners placed high priority on building relationships with and
maintaining the respect of journalists. One professional explained, "We don’t just treat
journalists like contact cards. My goal is to know a journalist’s face. To know where she is
from, their background, not only what she is covering, but what she’s going to cover and the
ideas in her head. On a personal level, it makes all the difference." Similarly, another practitioner
said,
I value those relationships and am careful to continually nurture them. I send
thank you notes if they write a nice article – not even my article! Reporters are
people. I want to get to know them… There’s a level of trust in that too… If they
trust you, they know you’re not trying to sell them something. They know that if
I’m calling, I have something legitimate to tell them.
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