Links Mabye the thorniest ethical problem in Web publishing are links. "We need some sort of universal designation for links that have been purchased as opposed to links that belong to traditional editorial... There's no other medium - with the possible exception of late-late-night television - where this sort of blurring of advertising and editorial is tolerated.", says Steve Johnson from FEED.

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Internet Advertising The advertising industry has always relied on media to transport their messages and disseminate them to the public. Depending on the product or service advertised and the audience targeted different media are used. Besides cinema and outdoor advertising (posters etc.) the huge majority of ads is placed within the classical media landscape, which includes TV, newspapers, magazines and radio. Whereas in most cases only a relatively small fraction of advertising budgets is spent on cinema, outdoor and radio advertising, newspapers, magazines and TV account for more than two thirds of the money spent on ads. Still with the growing popularity of new media advertisers and marketers have recently also discovered digital networks and especially the Internet for their purposes.

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ECHELON Main Stations Location Country Target/Task Relations MORWENSTOW UK INTELSAT, Atlantic, Europe, Indian Ocean NSA, GCHQ SUGAR GROVE USA INTELSAT, Atlantic, North and South America NSA YAKIMA FIRING CENTER USA INTELSAT, Pacific NSA WAIHOPAI NEW ZEALAND INTELSAT, Pacific NSA, GCSB GERALDTON AUSTRALIA INTELSAT, Pacific NSA, DSD MENWITH HILL UK Sat, Groundstation, Microwave(land based) NSA, GCHQ SHOAL BAY AUSTRALIA Indonesian Sat NSA, DSD LEITRIM CANADA Latin American Sat NSA, CSE BAD AIBLING GERMANY Sat, Groundstation NSA MISAWA JAPAN Sat NSA PINE GAP AUSTRALIA Groundstation CIA FORT MEADE USA Dictionary Processing NSA Headquarters WASHINGTON USA Dictionary Processing NSA OTTAWA CANADA Dictionary Processing CSE CHELTENHAM UK Dictionary Processing GCHQ CANBERRA AUSTRALIA Dictionary Processing DSD WELLINGTON NEW ZEALAND Dictionary Processing GCSB Headquarters

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On-line Advertising and the Internet Content Industry Applied to on-line content the advertising model leads to similar problems like in the traditional media. Dependence on advertising revenue puts pressure on content providers to consider advertising interests. Nevertheless new difficulties caused by the technical structure of online media, missing legal regulation and not yet established ethical rules, appear.

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PR Firms and their Mission Looking at how public relations practitioners advertise their services, they do not primarily seem to be followers of the "social engineering" approach. Burson-Marsteller, the worlds leading PR agency, for example sells itself as a specialist in "... public affairs, government relations, crisis communication, investor relations, environmental issues and marketing communications ... experienced at orchestrating effective campaigns, which motivate the right behaviors.". Porter Novelli, third largest international PR company, somewhat more aggressive promises, that their marketing-based public relations "... penetrate the consumer psyche - where - your target audiences work, learn, play or shop, through everything they read, hear and see.". While Porter Novelli seems to be specialized in psychological warfare, Fleishman-Hillard highlights its know-how and experience in government relations programs. "We have handled some of the nation's most challenging public policy issues, including issues affecting the environment, from clean air to agricultural chemicals; aviation safety; regressive taxes; international trade; and human rights.". To handle those difficult tasks, Fleishman-Hillard maintains "... an effective, professional lobbying team that includes registered lobbyists recruited from the Senate and the House."

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Public Relations and Propaganda Public relations usually is associated with the influencing of public opinion. Therefore it has subsequently been linked with propaganda. Using one of the many definitions of propaganda "... the manipulation of symbols as a means of influencing attitudes on controversial matters" (Harold D. Lasswell), the terms propaganda and PR seem to be easily interchangeable. Still many authors explicitly distinguish between public relations, advertising and propaganda. Unlike PR, which is often described as objective and extensive information of the public, advertising and propaganda are associated with manipulative activities. Nevertheless to treat public relations and propaganda as equivalents stands in the tradition of PR. Edward L. Bernays, one of the founders of public relations wrote "The only difference between propaganda and education, really, is the point of view. The advocacy of what we believe in is education. The advocacy of what we don't believe is propaganda." Also institutions like the German Bundeswehr use the terms publics relations and propaganda synonymously. After a 1990 legislation of the former minister of defense Stoltenberg, the "psychological influence of the enemy" was ceased during peace time and the Academy for Psychological Defense renamed to Academy for Information and Communication, among other things responsible for scientific research in the field of public relations.

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Burson-Marsteller Burson-Marsteller, the worlds leading public relations firm employs over 2,000 professionals in over 30 countries, operating in multiple functional and industry practice specialties. Its focus is on adding value to its clients through the use of Perception Management. The goal is to ensure that the perceptions which surround their clients and influence their stakeholders are consistent with reality and the clients' desired business objectives.

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