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Social Responsibility and Loyalty in Public Relations Codes

Author

Listed:
  • Kolić Stanić Matilda

    (University of Zagreb, University Department of Croatian Studies, Zagreb, Croatia)

  • Barišić Anton Florijan

    (University of Applied Sciences VERN, Zagreb, Croatia)

Abstract

Background: It is believed that social responsibility, the value that is strongly involved in the contemporary corporate behaviour, has also become the core value for public relations practitioners and their associations. However, there are ethical doubts concerning the question to whom a PR practitioner is actually responsible (or loyal) in the first place: to the client, the employer, the public, or society in general?

Suggested Citation

  • Kolić Stanić Matilda & Barišić Anton Florijan, 2019. "Social Responsibility and Loyalty in Public Relations Codes," Business Systems Research, Sciendo, vol. 10(2), pages 151-162, September.
    • Handle: RePEc:bit:bsrysr:v:10:y:2019:i:2:p:151-162:n:11
    DOI: 10.2478/bsrj-2019-024
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    References listed on IDEAS

    as
    1. Soo-Yeon Kim & Hyojung Park, 2011. "Corporate Social Responsibility as an Organizational Attractiveness for Prospective Public Relations Practitioners," Journal of Business Ethics, Springer, vol. 103(4), pages 639-653, November.
    2. Maureen Taylor & Aimei Yang, 2015. "Have Global Ethical Values Emerged in the Public Relations Industry? Evidence from National and International Professional Public Relations Associations," Journal of Business Ethics, Springer, vol. 130(3), pages 543-555, September.
    3. Suzanne Benn & Lindi Todd & Jannet Pendleton, 2010. "Public Relations Leadership in Corporate Social Responsibility," Journal of Business Ethics, Springer, vol. 96(3), pages 403-423, October.
    4. Chen, Fang-Yuan & Chang, Yu-Hern & Lin, Yi-Hsin, 2012. "Customer perceptions of airline social responsibility and its effect on loyalty," Journal of Air Transport Management, Elsevier, vol. 20(C), pages 49-51.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    public relations; ethics; social responsibility; loyalty; ethic codes;
    All these keywords.

    JEL classification:

    • M14 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Corporate Culture; Diversity; Social Responsibility
    • D8 - Microeconomics - - Information, Knowledge, and Uncertainty

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