ST. AUGUSTINE UNIVERSITY OF TANZANIA

Faculty of Social Sciences and Communications

Ethical Dilemma Facing Public Relations Practitioners in Tanzania A case Study of Public Relations Practitioners in Arusha

A Research Report Submitted to the Department of Journalism and Mass communications as a

Partial Fulfillment of the Requirements for the Award of BA in Mass Communication

Juma Fariath (BAMC 17779)

June, 2013

i

CERTIFICATION

This research report has been submitted with my approval as a University Supervisor

……………………………

Denis Mpagaze

ii

DECLARATION

I, Juma Fariath, declare that this research paper is my own work and has not been submitted for

any other university or institution of higher learning the same award.

…………………………………………….

iii

COPYRIGHT

This is the original work of Juma Fariath, all rights are reserved. No part of this research may be

reproduced or copied without prior permission of the author.

Copyright ©2013

iv

DEDICATION

I dedicate this research paper to my parents Juma Makoye and Fatuma Miniho.

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ACKNOWLEDGEMENT

I would like to thank the Almighty God who kept me alive and healthy enough during my three

year course of Bachelor of Arts in Mass Communication at St. Augustine University of

Tanzania.

I would like to extend my sincere and heartfelt gratitude to my supervisor Mr. Mpagaze for his

advice, critique, tolerance and encouragement in accomplishing this research. I can say God will

re-pay you for the culture of tolerance you have shown to me in preparing this work. Also, I am

particularly grateful to all Public Relations practitioners in Arusha region who assisted me to

smoothly collect data of this study

Furthermore, I would like to give special thanks to Fidelis Raphael who has been extending a

parental care to me.

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ABBREVIATION

PR – Public Relations

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TABLE OF CONTENTS ABSTRACT ............................................................................................................................. ix CHAPTER ONE .........................................................................................................................1

1.0 Introduction .......................................................................................................................1 1.1 Background to the study ................................................................................................1 1.1.2 Historical background of Public Relations .................................................................2 1.2 Statement of the problem ..............................................................................................3 Research Objective ..................................................................................................................4 1.3.2 Specific objectives .....................................................................................................4 1.4 Research questions .......................................................................................................4 1.5 Significance of the study ...............................................................................................4 1.6 Scope of the study .........................................................................................................5

CHAPTER TWO ........................................................................................................................6 Literature Review ........................................................................................................................6

2.0 Introduction ..................................................................................................................6 2.1 Theoretical Argument ...................................................................................................6 2.1.1 PR as professional .....................................................................................................7 2.2 Theoretical Framework .................................................................................................9 2.3 Empirical Literature Review ....................................................................................... 12 2.4 Research Gap .............................................................................................................. 13

CHAPTER THREE ................................................................................................................... 14 Research Methodology .............................................................................................................. 14

3.0 Introduction ..................................................................................................................... 14 3.1 Research Design .............................................................................................................. 14 3.2 Population of the Study ............................................................................................... 14 3.3 Sampling Procedures and Sample Size ............................................................................. 14 3.3 Data Collection Procedures .............................................................................................. 14 3.5 Validity and Reliability .................................................................................................... 15 3.6 Data Analysis .................................................................................................................. 15

CHAPTER FOUR ..................................................................................................................... 16 Presentation of Findings ............................................................................................................ 16

4.0 Introduction ............................................................................................................... 16 4.1 Demographic characteristics of the respondents. ......................................................... 16

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4.2 The Ethical dilemma ................................................................................................... 16 CHAPTER FIVE ...................................................................................................................... 22 Discussions, Conclusion and Recommendations........................................................................ 22

5.0 Introduction ................................................................................................................ 22 Conclusion ............................................................................................................................ 24 Recommendations ................................................................................................................. 25

REFERENCES ......................................................................................................................... 26 APPENDIX I ............................................................................................................................ 28 Interview Guiding Questions for Public Relations Practitioners ................................................. 28

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ABSTRACT The main objective of this study was to find out ethical dilemmas facing PR practitioners. It was

guided by three key research questions such as: (1)What are the ethical dilemmas facing PR

Professional in Arusha, (2) What are the causes of ethical dilemmas facing PR Professionals in

Arusha and(3) How do PR Practitioners make ethical decisions when they face with ethical

dilemmas?

The study was guided by Deontology theory by Immanuel Kant which states people have the

duty to always obey moral rules, regardless of any positive outcomes that can come from

breaking them.

Interview was used to collect data from PR practitioners in Arusha.

The major findings show that that most of PR Practitioners facing ethical dilemmas caused by

the government and their organizations.

This research recommends that whatever the organizations are concerned must show their great

co operations to make sure PR Practitioners perform their duties to the best of their ability.

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CHAPTER ONE

1.0 Introduction

This chapter include, background to the study, statement of the problem, research objectives,

limitation, significance of the study and research questions.

1.1 Background to the study

Ethical dilemmas among various professionals are inevitable because of the nature and

conditions of the society they live. A dilemma occurs when person finds himself or herself

between two choices with equal wait. Dilemmas at least to all professionals in this field of

communication and Public Relations remain a common aspect. For example professional

journalists are likely to find themselves in difficult situation of either taking bribe to feed their

families because they are poorly paid or reject money and let their families die (Mpagaze 2012).

Journalists enter into dilemmas because their profession does not allow any sort of professional

incentive. Dilemmas are also found in other professionals such as medicine, law and business.

For example importing of counterfeit brands has been putting the business men on dilemmas. If

they talk the truth to their customers that their brands are fake, they will be thrown out of the

business, but again hiding the truth is very unethical and threats to the consumers. . It is therefore

believed that Public Relations being a profession might be facing similar dilemmas of which

needs more attention to establish understanding of the kind of dilemma the discipline faces. This

study is therefore sought to feel out the gap.

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1.1.2 Historical background of Public Relations

The First World War stimulated the development of Public Relations as a profession. Many of

the first Public Relations professionals got their start with the Committee on Public information

which organized publicity on behalf of US objectives during First World War. Edward Bernays

was the self appointed Father of Public Relations in describing the origin of the term Public

Relations. Bernays decided to use the words Counsel on Public Relations instead of Propaganda

because in Germany the term had bad connotation (www.larrylitwin.com.)

Bernays saw Public Relations as an applied social science that uses insights from psychology,

sociology and other disciplines to scientifically manage and manipulate the thinking and

behavior of irrational and public (www.questia.com/PM.qst).

In African Public Relations existed even before colonialism. The practice dates back to the

beginning of the African civilization. But academia shows that Public Relations in Africa started

in the 1949’s, during this time colonial governments dominated most African governments with

the public information, growth of nationalism and the emergence of political leaders and

practices fighting for independent (Fitzpatrick K. 2002).

In 1950-1970 most of the countries having attained independence, the practice of Public

Relations was more focused in term of intended audience, programmes and budgets (Fitzpatrick,

2002). During the 1980’s the Public Relations profession in Africa had no focus and was

relegated to the lowest realms of management in most organizations.

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In Tanzania the practice of Public Relations was influenced by the coming of newspapers. The

monthly Mambo Leo was first published in 1923 and aimed at the education of Africans. In

1949, the publication of Mambo Leo was taken over by the Public Relations department. To

meet the African demands for reports on current affairs, the government launched Mwangaza in

1951 the only Swahili daily. Like Mambo Leo and Habari za Leo, Mwangaza was edited by the

Public Relations Department which had replaced the information office in 1949. The primary

function of the new department was to provide a regular flow of update and accurate information

regarding the many activities of government (Sturmer, 2009).

At the beginning the Public Relations Department issued official press communication unique

and hand- outs but in July 1950, the scheme was replaced with the official publication

Tanganyika News service of which 350 copies were distributed to all parts of world. In respect

of the absence of an independent African press, the officials at the Public Relations Department

were convinced that the people were generally satisfied with the status quo.

The situation slightly changed when a small number of local papers appeared the early 1950’s,

like Wangaluka edited in Swahili and Nyamwezi, Bukya by Munseri in Bukoba. Later in 1955

he launched the Swahili weekly Tanganyika Mpya edited in Bukoya. But then Munseri came

under political pressure and was forced to give up the production of his periodicals. In returns,

Tanganyika’s first president Julius Kambarage Nyerere, appointed him to a post in the

Information Services (Sturmer, 2009).

1.2 Statement of the problem

Public Relations practitioners are the key figures in any organizations because they are governed

by ethical conducts like advocacy, honesty fairness and independence. The challenge that faces

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most of professionals, PR included in the issue of ethical dilemma. This situation on whether to

stick on professional ethical tenet or abandon them creates difficult time to practitioners. This

prompted the researcher to find out the ethical dilemmas facing Public Relations practitioners in

Arusha and how do they overcome such dilemma.

Research Objective

1.3.1 Main objective

To find out the ethical dilemma facing Public Relations practitioners in Arusha.

1.3.2 Specific objectives

To identify the kind of ethical dilemmas facing Public Relations practitioners.

To examine the causes of ethical dilemmas in Public Relations.

To find out how do Public Relations practitioners make ethical decisions.

1.4 Research questions

1. What are the ethical dilemmas facing Public Relations professional in Arusha?

1 What are the causes of ethical dilemmas facing Public Relation professionals in Arusha?

2 How do Public Relations practitioners make ethical decisions when encountered with

ethical dilemmas?

1.5 Significance of the study

Ethics is very important in any professional however, there is dilemma which faces every

professional. This study will help the readers to know ethical dilemmas facing Public Relations

practitioners and how to overcome them

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1.6 Scope of the study

The researcher spent three weeks of July 2012 collecting data from PR practitioners in Arusha

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CHAPTER TWO

Literature Review

2.0 Introduction

This chapter discusses theoretical arguments, theoretical frame work, empirical literature review;

and research gap.

2.1 Theoretical Argument

Kalupa (2009) defines ethical dilemma as any situation in which guiding moral principles cannot

determine which course of action is right or wrong. Ethical dilemma is a complex situation that

will often involve an apparent mental conflict between moral imperatives, in which to obey one

would result in transgressing another retrieved on (www.friesian.com/dilema.html).

Ethical dilemma can occur when someone needs to fulfill the work and then comes an obstacle

which prevents him from conducting the duty accordingly.

Ethical dilemmas often result from dealing with the variables, even the decision to service a

client presents common ethical dilemmas facing PR agencies, serving a disreputable client can

offer a valuable, albeit controversial, opinion into the market place of public opinion. The

opinion also presents an equal possibility of causing more harm than good by providing the

public with potentially harmful information (Council of Public Relations firms, 2003).

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2.1.1 PR as professional

Fitzpatrick (2002) classified PR not under the umbrella of communicators, but rather as serving

in a professional role with appropriate responsibilities derived from this alternate form of

classification. The four criteria of this classification are;

Membership in a professional organization,

Specialized expertise

An orientation toward service and

Autonomy in operation

According to Fitzpatrick and Gauthier, professional classification does not necessarily imply

complete autonomy from performing responsible advocacy. They outlined three foundations of

advocacy – related requirements for the PR practitioners as a professional

(a) Persuasive communication should completely avoid or best minimize harm

(b) Display respect for people and treat them with appropriate dignity

(c) Communicate the benefits and burdens of an action or policy in as fair a manner as

possible. Similarly, Day (2003) used Koehn’s (1994) classification of a professional to

describe the PR vacation. According to Koehn a professional relationship maintains

ethics through self – regulation. Unbridled loyalty to a single client or viewpoint

effectively removes other members of the professional community as potential clients.

Professionalism is the competence or skill of professionals; professionals are people with skills

and competence on a particular discipline. Sociologist Wilbert Moore has articulated the

contemporary elements of professionalism to be full – time work, specialized knowledge, a

public service orientation, a code of ethical practice, a deep commitment by practitioners and a

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formal organization to decide who enters and who must exit the profession and by what

standards (Mpagaze 2012).

2.1.2 Codes of Ethics of PR Practitioners

This is according to Media Council of Tanzania (2010). Advocacy, PR practitioners serve the

public interest by acting as responsible advocates for those he represent. He provides a voice in

the market place of ideas, facts and viewpoints to aid informed public debate.

Honesty, he adheres to the highest standards of accuracy and truth in advancing the interests of

the people he represent and in communicating with the public.

Expertise, the acquiring and responsibly use specialized knowledge and experience. He

advances the profession through continued professional development, research and education.

PR practitioner builds mutual understanding, credibility and relationships among a wide array of

institutions and audiences.

Independence, PR practitioner provides objective counsel to those he represent and he is

accountable for his actions.

Loyalty, PR is faithful to those he represents, while honoring his obligation to serve the public

interest.

Fairness, PR practitioner deal fairly with clients, employers, competitors, peers vendors, the

media and the general public. He respects all opinions and supports the right of free expression.

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2.2 Theoretical Framework

This study is guided by Deontology Theory and ethical decision making. The theory was

developed by Immanuel Kant in 1930. The theory states that people should adhere to their

obligations and duties when analyzing an ethics. This school of thought is based on the notion

that people have the duty to always obey moral rules, regardless of any positive outcomes that

can come from breaking them. The basis of deontology is to assess a parson’s character by how

well he or she follows moral rules, even if by doing so, tragic results occur.

To make the correct moral choices; one has to understand what his moral duties are and what

correct rules exist to regulate those duties. When one has to follow his duty, he is behaving

morally. When he fails to follow our duty he is behaving immorally. Deontological moral system

typically stresses the reasons why certain actions, are performed. Simply following the correct

moral rules is often not sufficient; instead the correct motivations are needed. This might allow a

person to not be considered immoral even though they have broken a moral rule, but only so long

as they were motivated to adhere to some correct moral duty.

The theory relates to the study because it emphasizes the duties and responsibilities of the Public

Relations practitioners. It needs the people to work accordingly without the excuse of presence

of ethical dilemmas. This means that if the Public Relations practitioners go against ethics he or

she is supposed to be punished because of delayed the responsibility.

2.2.1 Basic ethical decisions

2.2.1.1 Potter’s Box

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Potter’s Box is a model for making ethical decisions developed by Ralph B. Potter in 2000. It is

commonly used by communication ethics scholars. Moral thinking should be a systematic

process. A judgment is made and action is taken, how do one’s has to come to decisions must be

based in some reasoning under four steps; facts, values, principles and loyalties (Christians et al

2001).

1. Facts, is where the analyst should set out all facts without making judgments or hiding

any facts.

2. Values, at this stage the analyst should state and compare the merits of different values of

acknowledge the influences on decision making. By referring to the specific concerns of

the individuals involved. It allows the analyst to identify differences in perspectives. We

may judge something according to aesthetic values.

3. Principles are ethical philosophies (modes of ethical reasoning that may be applicable to

the situation. By considering the values stated above from several ethical philosophies,

the decision maker is better equipped to understand the situation.

4. Loyalties, concern who the decision-maker has allegiances or loyalties, for example in

journalism, the first allegiance is always to the public. Other allegiances a journalist

might have would be to his or her employer, industry organization or co- workers.

Fitzgerald S. et al, (1999).

Public Relations practitioners are more concerned about being true to their own values or about

the effectiveness of the campaign.

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Potter’s Box is not a solution. It is just a process that helps Public Relations practitioners to

think about their options more clearly. It focuses on ethical or moral issues not pragmatic or legal

ones. So Potter’s Box can help Public Relations practitioners think through what to do.

2.2.1.2 Veil of ignorance

Veil of ignorance by John Rawls (2001) is method of determining the morality of a certain

issues. As Rawls put it “no one knows his place in society, his class position or social status, nor

does he know his fortune in the distribution of natural assets and abilities, his intelligence and

strength, and the like the idea then, is to render moot those personal considerations that are

morally irrelevant to the justice or injustice of principles meant to allocate the benefits of social

cooperation. Example, in the imaginary society, one might or might not be intelligent rich, or

born into a preferred class. Since one may occupy any position in the society one the veil is

lifted, the device forces the parties to consider society from the perspective of the worst of

members Rawls (2001).

The veil of ignorance is part of the long tradition of thinking in terms of a social contract. Critics

of Rawls argue that people behind the veil of ignorance would not in fact choose the rules. Rawls

says they would as being as just and that even if they did, that is no independent argument for the

rightness of such rules. Veil of ignorance asks someone him or herself to place in the position of

the people which their decisions may influence Rawls (2001).

In Public Relations as the Public Relations practitioners need to stand in his duty without put

others intentions but to stick on his or her responsibilities.

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2.3 Empirical Literature Review

Ethics is useful guide for PR practitioners as they carry ethical responsibilities. Ethics set the

industry standard for the professional practice of PR. These values are the fundamental beliefs

that guide our behaving and decision making process. Professional values are vital to the

integrity of the professional as a whole.

Baker (2001) suggested that professionals ought to understand their social responsibility as a

fiduciary duty. This means that those who have voluntarily placed themselves in positions of

trust concerning the interests of others must give careful consideration to those on interests.

Truth is more than a bonus, it is tangible assets that must be created, sustained and build upon.

To be a successful, PR practitioners are required to make intelligent, split – second decisions on

situations laden with ethical dilemmas. This requirement is the same for practitioners in an

agency, corporate, solo practitioner/consultant or government/public affairs in job setting. To

further complicate matters, any decision made is expected to sustain an ongoing, delicate balance

between serving the best interests of a client and that of overall society.

Baker and Martinson (2001) outlined ethical expectations for the PR practitioners to consider

when enacting persuasive communication campaign. There are five interconnected factors of

ethical consideration:-

- Truthfulness of the message

- Authenticity of the persuader

- Respect for the persuade

- Equity of the appeal and social responsibility for the common good

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PR practitioners must result in an audience with enough information to make an informed choice

on the issue being presented. PR practitioners need to ask themselves if the message will benefit

someone other than the client. Respect demands that communicators perceive, the target

audience is human beings and that messages are shaped and transmitted with equity calls for a

responsibility by PR practitioners to avoid communication that intentionally takes advantage of

the vulnerabilities of a specific audience (Fitzpatrict, 2002).

2.4 Research Gap

The related research has indicated more on the ethics and communications of Public Relations

Practitioners but they did not indicate the ethical dilemmas facing Public Relations practitioners.

This study therefore sought to fill out the gap.

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CHAPTER THREE

Research Methodology

3.0 Introduction

This chapter discusses research design, population of the study, sampling procedures and sample

size, data collection procedures, validity and reliability and data analysis.

3.1 Research Design

As far as the study is concerned, a case study approach was used because it facilitates the

collection of data from small unit. In a case study a particular individual, program or event is

studied in-depth for a defined period of time.

3.2 Population of the Study

Population of this study is all about Public Relations practitioners in Arusha since they have

ability to answer my research questions.

3.3 Sampling Procedures and Sample Size

Purposive sampling technique was used to select10 Public Relations practitioners from AICC,

JIJI, RC, Atomic Energy, TANAPA, Ngorongoro, AUWASA, ICTR, EAC and African Court.

3.3 Data Collection Procedures

The study used interview method of data collection due to the fact that face to face interview

gave wider room for the researcher to get the facts by observing verbal and non-verbal

communication.

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3.5 Validity and Reliability

The interview method of data collection was reliable and validity as per the study for the small

number of people who were involved in the study, unlike supplying questionnaires to that few

number of the respondents involved in the study.

3.6 Data Analysis

The researcher used both qualitative and quantitative methods of data analysis in order to give

explanations on the findings as well as the opinions from the Public Relations practitioners in

ethical dilemma they face.

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CHAPTER FOUR

Presentation of Findings

4.0 Introduction

This chapter presents and analyses findings from in-depth interviews.

4.1 Demographic characteristics of the respondents.

All 10 respondents were interviewed making of which seven were male respondents and three

female respondents. Their level of education ranged from Bachelor’s Degree to Master’s Degree

in Mass Communication and Public Relations.

4.2 The Ethical dilemma

Table 4. 1 The ethical dilemma which face PR practitioners.

Statement Measurements Responses Percentage

Ethical dilemma

Facing PR

Practitioners

Agree 9 90%

Neutral 0 0%

Disagree 1 10%

Total 10 100%

Source, Researcher 2013

The findings show that 9 (90%) of respondents agreed, 1 respondent (10%) disagreed that has

never faced any kind of ethical dilemma. He said that he normally gets full cooperation’s from

the staff members and when anything wrong occurs he immediately report to his colleagues. One

Respond says

If something happens what I do is to clarify and provide enough information concerning

the problem to the media and without going beyond the organization policy

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Also one of the respondents who had agreed to encounter an ethical dilemma admitted the

difficult to maintain objectivity especially he wants to maintain a good image of an institution

that has for sometimes failed to fulfill the promise to the public. He says:

In the year 2010 my organization organized a meeting with our surrounding villagers and

upon that meeting it was agreed that our institution contracts a health centre for the

villagers however, we have been unable to fill out this promise because of fund shortage.

So the findings show that most of the PR practitioners are facing ethical dilemmas in the cause

of performing their daily duties like;

- Paying the media (corruption)

Media is very fundamental towards the promotion and advertiser of our services to publics

however the challenge I often faces is that journalists /media house always ask for brown

envelope (bribe) in order to publish stories about our organization. Says PR practitioner from

World Vision.

- Confidentiality

PR practitioners face this as dilemma since they have to judge before they speak to the public

because they can say something which is beyond the government.

Limited in providing information

PR practitioners limited in providing full information to the public from top management.

- Freedom of expression

There is no right to speak as PR practitioners unless you get the permission from top

management.

- Professional ignore

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Other staff members with different professional like engineering ignore PR and seems like there

is no need of them to be in the organization since the organization will proceed without the

presence of PR practitioners.

- Organizational factors

Organization itself leads PR practitioners into ethical dilemmas since they employ workers out

of enough tools like computers and cameras.

- Language barrier

PR practitioners from Africa Court face this as ethical dilemma since there are three language

which organization bases on such as Arabic, French and English, so he doesn’t know Swahili

language as much as those three languages; when journalist interview him they speak Swahili a

situation that can sometime lead to dissemination of wrong information and leads to legal

problem

- Disclosure

Nothing to talk before the top management because the organization is under the government,

they report the issue in a different way and journalists report vice versa.

Table 4.2 The Causes of ethical dilemmas

Statement Measurements Responses Percentage

The causes of

ethical dilemma

Agree 9 90%

Neutral 0 0%

Disagree 1 10%

Total 10 100%

Source, Researcher 2013

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Table 4.2 shows that; 9 (90%) respondents agreed that there are causes of ethical dilemmas

whereby some are caused by the government and others by the organizations, and 1 (10%)

disagreed since he has never faced any ethical dilemma.

One of the PR practitioners from Arusha City Council said that; the PR profession is still new

profession to the most governmental institutions. Most of the staff members don’t know the

meaning of PR and what are the functions and roles of PR practitioners in an organization; due to

the fact that; in previous I had no the place where I could report but at least now I do have places

where I am able to report different issues.

The findings show that the following are among the causes of ethical dilemmas

- Lack of awareness from top management

The top management does not have the awareness concerning PR as profession a

situation that leads PR practitioners to have no job distribution.

- Technician professionalism

Other professional like science for stance engineer ignore the PR professional, this led to

cause the dilemma due to PR practitioners perform their duties without peace of mind.

- New profession in governmental institution

PR profession is still new to governmental institutions compared to other professions like

education; whereby in 2005 most of government offices started employing PR practitioners.

- Poor preparation in the organization

Most offices employ PR practitioners without providing education to staff members by telling

them who is PR practitioner and reasons for organization to employ a PR practitioner.

- Political influence

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Government parastatals employ PR practitioners because of President Order; he ordered them to

employ the PR practitioners as main speaker of organizations.

- Lack of training and skills

As PR practitioners you need to attend trainings; inside training two times or one time per year

depending on the organization and outside training one time per year. Most of PR practitioners

failed to attend training due to organizational factors.

Table 4.3 The decisions made by PR Practitioners

Statement Measurements Response Percentage

How do PR practitioners make

ethical decisions when

uncounted with ethical dilemma

Ethical 5 50%

Individual 3 30%

Polite 2 20%

Total 10 100%

Source, researcher 2013

Table 4.3 shows that 5 (50%) of respondents make decisions by relying on professional ethical

guidelines, where by 3 (30%) respondents said that they make decisions by applying to

individual approach, by explaining the importance of PR practitioners in the organizations and 2

(20%) respondents find it difficult when encountered with dilemma by fearing the top

management; they always remain silent for the sake of a job security.

So the findings show that; solutions are found according to the problem one faces; not all the PR

practitioners need to make decisions by relying on professional ethical guidelines. If one focuses

on language problem and cultural differences one of ethical dilemma then he /she needed to learn

as much as possible at least to speak the native language and also to learn the culture background

in order to deal with the problems facing the community.

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Some of PR practitioners are facing ethical dilemma which led by organizations itself; example

top management denied PR practitioner to speak up with publics concerning the problem and

others by the government; example they employed PR practitioners because of the President

order and not their will. So most of PR practitioners who work in the governmental institutions

need to face the top management and other colleagues for advice when uncounted with ethical

dilemma and for PR practitioners who work in the private institutions have a wide range of

making decisions since they are free to whatever they do.

The findings from interview show that not all PR practitioners who facing dilemmas of paying

the media acting ethically when dealing with the situation. The PR practitioners from World

Vision said that the big problem they are facing is paying the media / journalists in order to

publish story but you may get yourself in trouble due to the fact that there is no budget from our

company for journalists to be paid; and the issue is so important to be published. So what I have

to do is to pay the journalists in order to publish the story with my own costs.

But PR practitioners from Arusha Technical College (ATC) said; if I want the story to be

published first I supposed to give the journalists allowance so they could publish it. So what I

decided is to prepare the budget with high rate in order to get the money for journalists. But for

now we own our newsletters so if journalists refuse, we write the story on our own.

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CHAPTER FIVE

Discussions, Conclusion and Recommendations

5.0 Introduction

This chapter discusses the findings presented in chapter four. In the course of collecting data and

analyzing them it has been found out that PR Practitioners who are dependent on decisions

faced a lot of challenges when it come the issue of performing their duties. Since top

management are the ones who denied PR Practitioner to proving the facts. This discussion is

therefore guided by three research questions;

1. What are the causes of ethical dilemma facing PR professional in Arusha?

2. What are the causes of ethical dilemma facing PR professional in Arusha?

3. How do PR professional Practitioners make ethical decisions when uncounted with

ethical dilemma?

For the case, the researcher observed some related (district) ethical dilemma between public

institutions and private Public Relation Practitioners such a relationship is that of the commonly

so called “brown envelope” payable to journalists so they are able to publish stories regarding

their activities in a given institution.

It was also found that those PR Practitioners in the public institutions if compared with private

Public PR are so much limited by the so called confidentiality which interfere with their daily

professional activities because confidentiality demands PR Practitioners not to revel information

which in their professional reviews are necessary to the public to know.

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For the case, the researcher had observed several factors that cause PR Practitioners to face an

ethical dilemma while performing their duties as to little awareness of what exactly PR is. This

little awareness is attributed by the fact that PR is a new profession where by most officials

doesn’t bother to get to know its importance and the duties it holds accountable to any given

institute. As such becomes possible to interfere with the PR Practitioners.

In addition, poor preparations becomes a cause for PR Practitioners because it bring

misunderstanding within operational activities, where by the workers especially PR Practitioners

will fail to reach conclusion for whatever arranged.

Political influence also becomes a cause for PR Practitioners due to the organization to perform

worse, due to political influence, many organizations employee a PR Practitioners regardless

they need to employee that person or not, this become difficult for an organizations due to the

employee PR Practitioners because of government order but not their will. The researcher had

also found a mixed image when it comes to ethical decision making, like for example some PR

Practitioners are firm to stand for professional guidelines no matter the consequences faced while

others are able to allow external influences to interfere with professionalism.

The other question was about the problem which PR Practitioners faced.

This question was answered by PR Practitioners.

There are different problems which PR Practitioners faced but the following seems to be the big

one.

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Personal vendetta occurred between PR Practitioners and the top management; top management

does not help PR department when they asked for help for the purpose of engaging in PR

activities.

According to a PR Practitioner in AUWSA said “if you need financial help for the purpose of PR

activities, top management are the ones who refused our requesting due to her own reason which

does not link to the office matters”. She added that due to this situation it led us not to practice

our duties accordingly.

Sponsor segregation this led to poor performance in PR professional. According to PR

Practitioners in Atomic energy said; I failed to be sponsored at right time when I need to show

my appearances in social activities due to the first priority are given to Human Resource

department. Also he added that in my organization the priority are given a lot in Human

Resources department more than PR department. It seems to be Human Resources department

are the most important than Public Relation department.

In addition to PR Practitioners from AUWSA said, “I don’t get a financial sponsor at a right time

due to, in my organizations puts more priority on engineers more than us. This is due to the

organizations are covered by science people a lot, compared to arts.

Conclusion

Generally speaking as the researcher, as the top management denied the PR Practitioner the

freedom of expression led not to conduct their professional accordingly. Because top

management involved into decisions of PR Practitioners, this led not to perform their duties and

solve the problems concerning the publics

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There should be the difference between the top management and PR Practitioners, this will help

top management not to engage into decisions made by PR Practitioners but to respect and give

the support and cooperation’s. Also there should be training in the organizations which help the

staff members to know the roles and functions of PR Practitioners.

PR practitioners affected a lot when an organizations not showing their concern in PR

department, and shows interest in Human Resources office.

PR professional exists in our country since 1949 but the practice is still too low. It is time for us

to know the roles and functions of PR Practitioners in the organization and supposed to draw line

between Human Resource Officer and PR Practitioners.

Recommendations

1. Organizations must show cooperation to make sure PR Practitioners are formed their

duties accordingly.

2. The government should establish laws that should guide the praises of PR as it is in

journalism

3. Top management should to interfere with decisions made by PR Practitioners.

4. Management should provide all the materials needed and cooperation, to PR practitioners

5. Seminars and workshops should be provided to PR practitioners

6. PR practitioners should establish association to solve their problems.

7. Staff members should show their respects to PR Practitioners as the important figure in

an organization.

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APPENDIX I

Interview Guiding Questions for Public Relations Practitioners 1. What are the ethical dilemmas are you facing?

2. What are the causes of ethical dilemmas?

3. How do you make ethical decisions when you encountered with ethical dilemmas?