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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
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    More about this item

    Keywords

    public relations; ethics; social responsibility; loyalty; ethic codes;

    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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