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Some remarks on the controversial idea of PR ethics

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  • Cecilia TOHĂNEANU

    (Christian University ”Dimitrie Cantemir”)

Abstract

The paper attempts to outline the actual academic debates around the concept of PR ethics. The first part aims to show the intimate link between professionalism and ethics as well as their bearing on the reputation of the PR field. Whether and how ethical public relations are possible is the main issue analyzed in the second part of the article. The two paradigms of public relations, “the attorney-adversary system” and “the two-way symmetrical model”, are put face to face in order to better understand the arguments of their proponents as to the way of approaching the ethical matters. A main concern of the third part is to answer the question if something is wrong with situational ethics. The problem is approached in the light of virtue ethics, which is itself situational in Aristotel’s sense of the term. In the final part, the paper suggests the possibility to use W. D. Ross’s pluralist deontology as a conceptual structure from which to build a practical model for the analysis of moral dilemmas in the PR practice.

Suggested Citation

  • Cecilia TOHĂNEANU, 2014. "Some remarks on the controversial idea of PR ethics," Revista Romana de Jurnalism si Comunicare - Romanian Journal of Journalism and Communication, University of Bucharest, Faculty of Journalism and Communication Studies – Universitatea din Bucuresti, Facultatea de Jurnalism si Stiintele Comunicarii, issue 1-2, pages 62-70.
    • Handle: RePEc:foj:journl:y:2014:i:1-2:p:62-70
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    More about this item

    Keywords

    Ethics; public relations; communication; deontology; utilitarianism; symmetry; asymmetry; ethical co;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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