Ethics and professionalism in public relations

Abstract

The subjects of this paper are ethics and professionalism, topics closely linked in contemporary theory, and especially in practice of public relations, whose significance is increasingly coming to the spotlight of experts from this area. Several definitions, classification, the historical development and principles of theories of ethics most frequently used in ethical decision-making within a business environment, have been presented in the first chapter in the endeavor to ascertain the concept of ethics. The next chapter concerns the duties a public relations expert must pay attention to while carrying out his or her activities. Those are: duty towards oneself, towards the organization, society and profession, within which, in the case of a conflict of interest, the duty towards society (so-called social responsibility), or professional duty, must prevail. The chapter that follows concerns ethical problems in the contemporary practice of public relations: the competence of practitioners, possible conflicts of interest and the very sensitive area of media relations. The chapter on models of ethical decision-making involves concrete experts’ advice on decision making which are firmly based on ethical principles. Next section concerns professionalism and professional education in public relations. Recommendations concerning topics which should be included in the university education in this area are also presented. The focus is on the following: the absence of standards that would establish who can work in public relations and under which conditions; the lack of a specified educational minimum and expertise which a practitioner should possess; the need for practitioners to be the members of professional associations, as well as to adhere to a required ethical codex. Some of the most significant world public relations associations are mentioned and at the end, and a review of the state of public relations in Serbia is given.