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Ethics as the Strategy for Public Relations Associations

In: Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference, Split, Croatia, 6-8 September 2018

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  • Kolić Stanić, Matilda

Abstract

The main goal of the paper is to analyse the objectives declared by the twenty professional associations of public relations, from the perspective of ethics. To answer in which way PR-associations consider ethics as one of the objectives of their work, the research used the qualitative content analysis of the official web-sites of twenty different professional (inter)national associations in Europe and US. The research showed that the majority of the associations emphasized the ethical dimension of their efforts, although it is not unanimously shared, since some of them express it in a very vague way. Nevertheless, the majority of analysed professional associations are aware of the importance of ethics in public relations and of their own strategical role in the field of public relations ethics.

Suggested Citation

  • Kolić Stanić, Matilda, 2018. "Ethics as the Strategy for Public Relations Associations," Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference (2018), Split, Croatia, in: Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference, Split, Croatia, 6-8 September 2018, pages 120-126, IRENET - Society for Advancing Innovation and Research in Economy, Zagreb.
    • Handle: RePEc:zbw:entr18:183822
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    File URL: https://www.econstor.eu/bitstream/10419/183822/1/15-ENT-2018-Kolic-Stanic-120-126.pdf
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    References listed on IDEAS

    as
    1. Eyun-Jung Ki & Hong-Lim Choi & Junghyuk Lee, 2012. "Does Ethics Statement of a Public Relations Firm Make a Difference? Yes it Does!!," Journal of Business Ethics, Springer, vol. 105(2), pages 267-276, January.
    2. Kate Fitch, 2016. "Professionalizing Public Relations," Palgrave Macmillan Books, Palgrave Macmillan, number 978-1-137-57309-4.
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    More about this item

    Keywords

    communication; public relations; ethics; associations; strategy;
    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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