Who determines ethical behaviour?

According to Josephson Institute ethics are ‘standards of conduct that indicate how one should behave based on moral duties and virtues.’ I agree with Holt that a lot of questions are raised by PR professionals about ethics. What will be called an ethical behaviour? Who determines ethical behaviour- the company where to work, your own morals or the PR code of Ethics? What if they are conflicting?

First let me distinguish morals from ethics. Morals are personal and individual to you. They are often entrenched values and principles that are shaped by your upbringing. Ethics on the other hand is a study of morals. And it develops structured and consistent frameworks to help people make decisions based on open principles.

There are four principles of Potter(not Harry Potter!). One, get your facts and define the situation. Two, Identify your values. Three, Select your principles. Four, select your loyalties- which of the stakeholders will you favour.

I think the tide turns here. When you go through the first three principles and presume you are making a good ethical choice, you are faced with the greatest dilemma of your professional life. Whom to favour?

When you have a family to take care of, a job that you wish to hang on (whatever are the reasons) so who will you favour then? Is this the reason that the scale always tilts towards the employer’s side. Is then the decision taken or advice given ethical?