A public relations' role in strategic planning under consequentialist theories and perspectives

Abstract

Consequentialist theories postulate that our actions' consequences should be the focus on our thoughts over professional ethics. When applied to discussions regarding the role of public relations in strategic planning, consequentialist theories may subsidize decision-making, as consequentialism is often understood as a pattern that indicates factors and properties which may classify an action as morally right or wrong. Central consequentialist theories applied to the Public Relations field are presented. It is then possible to conclude that, when communicating with different audiences, professionals in Public Relations may bring to the process of strategic thinking the opinions from audiences affected by their organization and thus enable them to participate in decision-making.