APR Professional Ethics & Standards 3 — Questions and Answers
Question 1: Which ethical theory underlying PR ethics emphasizes acting in ways that produce the greatest good for the greatest number of people?
- Virtue ethics
- Deontological ethics
- Utilitarianism (Correct answer)
- Social contract theory
Correct answer: Utilitarianism
Utilitarianism judges the ethics of an action by its outcomes — specifically whether it maximizes overall benefit to the most people.
Question 2: A practitioner who subscribes to deontological ethics would most likely:
- Judge actions solely by their outcomes
- Follow moral rules regardless of consequences (Correct answer)
- Adapt ethics to cultural context
- Prioritize employer loyalty above all
Correct answer: Follow moral rules regardless of consequences
Deontological ethics holds that certain actions are inherently right or wrong regardless of their outcomes, emphasizing duty and rules.
Question 3: The concept of 'two-way symmetrical communication' in PR ethics is most associated with:
- Edward Bernays' persuasion model
- James Grunig's Excellence Theory (Correct answer)
- Harold Lasswell's communication model
- Walter Lippmann's public opinion theory
Correct answer: James Grunig's Excellence Theory
James Grunig's Excellence Theory identifies two-way symmetrical communication as the most ethical and effective PR model, emphasizing dialogue and mutual adjustment.
Question 4: A practitioner is simultaneously advising two competing companies in the same industry without informing either. This situation is best described as:
- A disclosure violation
- A conflict of interest (Correct answer)
- A breach of confidentiality
- A loyalty violation only
Correct answer: A conflict of interest
Representing competing clients without disclosure is a classic conflict of interest that compromises the practitioner's objectivity and loyalty to both clients.
Question 5: When a practitioner uses 'astroturfing,' they are engaging in which unethical practice?
- Paying journalists for coverage
- Creating the false impression of grassroots public support (Correct answer)
- Leaking confidential client documents
- Plagiarizing competitor press releases
Correct answer: Creating the false impression of grassroots public support
Astroturfing involves manufacturing fake grassroots movements or public sentiment to make sponsored advocacy appear spontaneous and independent.
Question 6: Which document, adopted by the Global Alliance for Public Relations and Communication Management, sets international PR ethics standards?
- The Stockholm Accords (Correct answer)
- The Helsinki Principles
- The Melbourne Mandate
- The Rome Charter
Correct answer: The Stockholm Accords
The Stockholm Accords (2010) established global standards for sustainable development, organizational communication, and PR's societal role.
Question 7: A practitioner who reveals client strategy to a competing firm in exchange for future employment violates which two PRSA provisions simultaneously?
- Advocacy and Expertise
- Safeguarding Confidences and Conflicts of Interest (Correct answer)
- Free Flow of Information and Disclosure
- Loyalty and Independence
Correct answer: Safeguarding Confidences and Conflicts of Interest
Revealing client strategy breaches the Safeguarding Confidences provision, while seeking personal gain from a competitor creates a Conflict of Interest.
APR Professional Ethics & Standards 3
Which ethical theory underlying PR ethics emphasizes acting in ways that produce the greatest good for the greatest number of people?