The role of the public relations practitioner is to manage communication between an organization and its public that promotes a positive relationship. The root of ethical challenges for the public relations practitioner lies in the obligation to serve two different constituencies: the organization (employer/client) he or she works for and the general public. The message from public relations practitioners needs to be a positive message for the organization being represented, and yet, if that organization has committed a wrongdoing that could offend or damage the public interest, the public relations practitioner must reconsider how positively that message should be framed. Throughout the history of the public relations profession, this tension between dual obligations has been acknowledged. In the mid-1990s and early in the 21st century, ...