This paper relates Carl Jung's theories of consciousness and conscience to contemporary public relations practice, applying Jungian methods of self-awareness to public relations as a field. The paper concludes with challenges for practitioners, individually and as a profession, to increase self-awareness, an essential prerequisite for ethical practice. It takes an interpretive approach, drawing on literature from Jungian scholarship, organisational psychology and moral philosophy. These explorations are developed at book-length in Fawkes (2014), but here the focus is on practice and practitioners" access to conscience through consciousness. After a brief summary of the Jungian psyche and the role of consciousness in activating conscience, this paper suggests questions and reflections for the profession and its constituent practitioners. This discussion is strongly linked to developing an ethical attitude (Solomon, 2001), one based not on rules or codes but on individual and collective self-awareness.
|Publication status||Published - 2014|
|Event||8th World Public Relations Forum Research Colloquium - Madrid, Spain, Spain|
Duration: 21 Sep 2014 → 23 Sep 2014
|Conference||8th World Public Relations Forum Research Colloquium|
|Period||21/09/14 → 23/09/14|