5.1 Potter Box model

The Potter Box Model offers a structured approach to ethical decision-making in public relations. It guides PR professionals through four key steps: defining the situation, identifying values, selecting ethical principles, and choosing loyalties.

This model helps practitioners navigate complex ethical dilemmas by considering multiple perspectives and balancing competing interests. While it provides a useful framework, it relies on the decision-maker's judgment and doesn't guarantee clear-cut answers to every ethical challenge.

The Potter Box Model for Ethical Decision Making

Steps of Potter Box model

Top images from around the web for Steps of Potter Box model

• 

  Chapter 3 – Public Relations Basics – The Evolving World of Public Relations : Beyond the Press ... View original

  Is this image relevant?

• 

  3.3 The Individual Approach to Ethics – Foundations of Business View original

  Is this image relevant?

• 

  Corporate Social Responsibility (CSR) – Business Ethics View original

  Is this image relevant?

• 

  Chapter 3 – Public Relations Basics – The Evolving World of Public Relations : Beyond the Press ... View original

  Is this image relevant?

• 

  3.3 The Individual Approach to Ethics – Foundations of Business View original

  Is this image relevant?

1 of 3

Top images from around the web for Steps of Potter Box model

• 

  Chapter 3 – Public Relations Basics – The Evolving World of Public Relations : Beyond the Press ... View original

  Is this image relevant?

• 

  3.3 The Individual Approach to Ethics – Foundations of Business View original

  Is this image relevant?

• 

  Corporate Social Responsibility (CSR) – Business Ethics View original

  Is this image relevant?

• 

  Chapter 3 – Public Relations Basics – The Evolving World of Public Relations : Beyond the Press ... View original

  Is this image relevant?

• 

  3.3 The Individual Approach to Ethics – Foundations of Business View original

  Is this image relevant?

1 of 3

• Defines a structured approach for making ethical decisions consisting of four key dimensions or steps
• Step 1: Define the situation by gathering relevant facts, identifying the ethical issue or dilemma at hand, and considering the context and stakeholders involved (clients, employees, public)
• Step 2: Identify values held by the decision maker, the values of the organization and profession, and the values of other stakeholders affected by the decision (honesty, transparency, confidentiality)
• Step 3: Select relevant ethical principles to guide the decision, such as utility (choosing the action that produces the greatest good for the greatest number), rights (respecting individual rights), justice (ensuring fair treatment), and care (considering others' well-being)
• Step 4: Choose loyalties by determining to whom the decision maker owes loyalty, considering loyalties to the client or organization, the public and society, the profession and its code of ethics, and personal values and conscience

Potter Box application in PR

• Gather relevant facts about the situation, identify the ethical issue or dilemma, and consider the context and stakeholders involved (misleading advertising, disclosure of confidential information)
• Identify values held by the decision maker, organization, profession, and stakeholders, determining which values are in conflict (profitability vs. transparency)
• Select appropriate ethical principles to guide the decision, apply the chosen principles to the situation, and consider the implications of each potential course of action (respecting consumer rights, ensuring fair competition)
• Determine loyalties and prioritize them based on the situation, assessing the potential consequences of prioritizing different loyalties (loyalty to client vs. public interest)
• Make a decision that balances the relevant facts, values, principles, and loyalties, being prepared to justify the decision based on the analysis conducted using the Potter Box model

Strengths vs limitations of Potter Box

• Strengths: Provides a structured framework for analyzing ethical dilemmas, encourages consideration of multiple perspectives and stakeholders (employees, clients, society), promotes the use of ethical principles in decision making, helps PR professionals navigate complex situations (crisis management), enhances transparency and accountability in the decision-making process
• Limitations: Does not provide a clear-cut answer to ethical dilemmas, relies on the decision maker's ability to identify and prioritize values (honesty, profitability), principles (utility, rights), and loyalties (client, public), may not account for all contextual factors or consequences, can be time-consuming to apply thoroughly, requires a strong foundation in ethical reasoning and professional values