Public consultation and engagement in public services has become increasingly important to UK governments. This has taken on greater significance for the Labour government as it releases increased funding into the public services. This paper provides a case study in stakeholder involvement in the development of the vision, values and goals of a new National Health Service Mental Health Trust. It does so within the context of the relationship model of public relations and the deontological ethical tradition. The case demonstrates how active stakeholder involvement can help formulate an effective mission and organisational structure which determine management priorities and organisational behaviour. It argues that the ethical motivation for such involvement is driven by a strong sense of duty and community rather than organisational advantage.