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Is withholding a fact the same as telling a lie? Would this be a violation of public relations professional codes that require truth, accuracy, honesty (IABC #1, IPRA ## 10, 11; PRSA ## 3, 4, 5)? Some commentators, using terminology from law, find that the codes do not require "the whole truth" (Rubin, 1991; Morton and Loving, 1994). By issuing less than the whole truth, though, does a practitioner violate code standards? Does the practitioner violate ethics?
Let's consider the case of the public relations director for a popular regional historic site. The park's restored village completely recreates an earlier era, showing home life and skilled craftspeople working their trades. The most visible attraction, though, and the one most clearly identified with the site, is an authentic restored railroad train, which visitors not only tour, but can also ride for an hour-long trip through the surrounding countryside.
It's time to begin promotion of the upcoming season. With minor adjustments of times or fees, the announcement of the park's opening has been largely the same year after year. One thing, though, is different this year: the popular train will not be operating at all this season, because it is undergoing extensive maintenance and repair work. It will be on the grounds for outside viewing, but visitors will not be able to board it. One concern, of course, is that many people will not visit the site if the most prominent attraction is not operating. This will be a loss for the visitors, because they will miss out on the wonderful experiences they can gain from the other attractions. But it is also true that lower attendance could affect the finances of the park.
The public relations director's options in this case will be affected by his or her role in the organization. In the roles of communication technician or advocate, the PR practitioner mostly follows decisions made by others, and is less able to personally determine an ethical course of action and pursue that course. In the role of counselor, the practitioner has a key role in shaping the ethics of organizational decisions and in implementing the decisions made (Bivins, 1987, 1989; Sullivan, 1963a, 1963b, 1963c).
Nonetheless, any public relations practitioner, whether technician, advocate or counselor,...