The Ethics of Deontology in Corporate Communication

This paper seeks to provide guidelines on how to respond to the ethical challenges entailed in corporate communication. It argues for the need for an ethical grounding for the practitioner of corporate communication, before critically examining the two broad ethical theories - deontology and teleology - and their place in ethical judgment. The authors underscore the importance of deontological ethics in the practice of corporate communication. Key Words. Corporate communication, public relations, ethics, deontology, teleology Thought and Practice: A Journal of the Philosophical Association of Kenya (PAK) New Series, Vol.3 No.1, June 2011, pp.115-129