Etički aspekti u odnosima s javnošću
Ethical aspects in public relations
Apstrakt
Osnovni cilj ovog rada jeste da se među stručnjacima za odnose s javnošću istraže različite percepcije o profesionalnoj etici u zavisnosti od pola, godina starosti, obrazovnog nivoa i godina radnog iskustva. Analiza nivoa profesionalne etike u odnosima s javnošću u Srbiji omogućuje upoznavanje sa svim bitnim aspektima na koje bi trebalo delovati, kako bi se došlo do pozitivnih pomaka i unapredilo postojeće stanje na polju etike u odnosima s javnošću. Zaključak koji proističe iz ovog istraživanja svodi se na to da se profesionalna etika u odnosima s javnošću u Srbiji nalazi na zavidnom nivou. Međutim, ove rezultate bi trebalo prihvatiti sa rezervom; naime, izuzetno kritična i osetljiva pitanja etike dovode do toga da ispitanici često daju neiskrene odgovore što dokazuju i primeri iz prakse. U cilju dobijanja relevantnijih rezultata u budućim istraživanjima potrebno je da se, pre svega, promeni način sprovođenja ankete. Neophodan je i lični pristup ispitanicima uz puno poštovanje anonimnosti. Poslovna etika u Srbiji zaslužuje mnogo više pažnje i to kroz edukaciju i istraživanje, kao i neposredne primere u poslovnoj praksi.
Abstract
The basic aim of this paper is to explore public relations practitioners’ different perceptions of professional ethics depending on gender, age, educational level and years of experience. Analysis of professional ethics in Serbian public relations, has gained the ability to introduce all relevant aspects that should act in order to reach the positive developments and improve the existing situation in the field of ethics in public relations. The conclusion may be derived from this research is that business ethics in public relations in Serbia is at a high level. However, we must accept these results with caution, because very critical and sensitive issues of ethics lead to the interviewees to give fulsome answers that prove and practical examples. In order to obtain relevant results in future studies need to be, above all, changed the manner of conducting the survey. So, you need a personal approach with full respect for the respondents of anonymity. Business ethics in Serbia deserves much more attention and through education and research, as well as direct examples of business practice.
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