Abstract

This study analyzed 16 potential ethics-related problems associated with use and abuse of video news releases (VNRs) by public relations practitioners and electronic journalists. Causes and possible solutions to the problems were suggested and model ethics code guidelines were developed. Moral rules, moral ideals, theories of ethics, public relations theories, and electronic journalism theories were used to provide a general foundation for the analysis. A more specific foundation was provided by guidelines from a variety of media codes of ethics.