The ethics pyramid: Making ethics unavoidable in the public relations process

To move from the realm of good intent to verifiable practice, ethics needs to be approached in the same way as any other desired outcome of the public relations process: that is, operationalized and evaluated at each stage of a public relations campaign. A pyramid model—the "ethics pyramid" —is useful for incorporating ethical reflection and evaluation processes into the standard structure of a typical public relations plan. Practitioners can use it to integrate and manage ethical intent, means, and ends, by setting ethics objectives, considering the ethics of each campaign tactic, and reporting whether ethical outcomes have been attained.

Australia's relationship with the United States: The case for greater independence

A number of recent events-especially attempts to negotiate a bilateral trade agreement and Australia's participation in the conflicts in Afghanistan and Iraq(1)-have thrown Australia's relationship with the United States into sharp relief. While this relationship has historically enjoyed strong bilateral endorsement, such uncritical support is beginning to unravel. At the very least, the relationship is being subjected to a renewed, more critical scrutiny. This paper argues that a dispassionate analysis of the relationship is appropriate and overdue. Not only are the benefits that accrue to 'Australia' from the relationship debateable, even when judged within the limited calculus of the 'national interest', but Australia's uncritical support for US foreign policy is also helping to entrench potentially damaging aspects of American foreign policy and somewhat ironically-undermining the legitimacy of its pre-eminent 'hegemonic' position.