Albert C. Pierce, professor of ethics and national security at the National Defense University in Washington has outlined four abilities that organizations should develop:
1. Moral awareness to understand when a problem start to have a dimension of right and wrong.
2. Moral reasoning to be able to think through the problem, project the consequences, then decide what to do within the deep complexities of an issue.
3. Moral courage to overcome the fear of an ethical answer that is not easy to implement.
4. Moral effectiveness to positively persuade someone else to choose the most ethical action.
As public relation professionals, one is in the unique position of influencing decisions for their team as well as clients or organizations and it all starts with a solid understanding of your own professional ethical standards and values.
Hirsch, Neil. "Above the Gray: How We Approach Ethics As An Organization." PRSay – What Do You Have to Say? PRSA, 8 Dec. 2014. Web. 17 Mar. 2015.