Strategic Public Relations Leadership by Anne Gregory & Paul Willis

Author:Anne Gregory & Paul Willis
Language: eng
Format: epub
Publisher: Routledge

Figure 8.1 The Potter box

The Potter box is used as follows:

Problem: the problem needs to be identified and defined accurately. Thus, gathering the facts about how the problem arose, what its elements are and the context are important, along with any emotional or other aspects that might be relevant.

Values: what are the personal, organisational and professional values that are relevant? The values that are chosen will guide the nature of decision-making.

Principles: what ethical frameworks will be employed to think through the problem; for example, will duties and responsibilities take precedence, or will the outcomes of the action have more weight, or will the motives and character of the person have some bearing?

Loyalties: a decision on where the premier loyalty lies has to be taken. The loyalties will be to self, profession, organisation and/or society. The honourable tradition of whistleblowing is a difficult path to tread, but where society or stakeholders are put at risk by potential organisational decisions then there is a moral obligation on the public relations leader to take this route.

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