Public Relations and Ethics
Odnosi sa javnošću i etika
Abstract
The aim of this paper is the analysis of different forms od PR implementation and research its relation with ethics in practise.„Public relations”is the everyday term that represents the job that is widely used in all aspects of life and work in today‘s society. Public relations represent a specific form of communication that has a particular application in society. Public relations involve focusing on a public aspect of organisation with the aim of building a positive attitude and image. Image of public relations as a profession is often unfairly negative, and the reason for this is unprofessional and unethical relation of individuals towards their profession. In practise ethics in public relations is oftenly considered to be anoxymoron. Ethical thinking of experts in public relations goes from Biblical attitude „all you want people to do to you, do even so to them“ (Matthew 7:12)to professional loyalty to organisation they work for. Because of unethical appearance it is important to set the rules, in the form of codex by which the public relations professionals will set their behaviours.
Apstrakt
Ciljevi koji su postavljeni u ovom radu mogu se definisati kao analiza različitih primera primene odnosa sa javnošću u praksi i evaluacija nivoa zastupljenosti etičkih principa u toj praksi. Odnosi s javnošću (engl. public relations) predstavljaju set aktivnosti koje nalaze široku primenu u svim segmentima života i rada u društvu. Odnosi s javnošću, kao specifičan oblik komuniciranja, podrazumevaju usmerenost organizacije na javnost sa ciljem izgradnje pozitivnog stava i imidža. Javnost očekuje profesionalno i tačno iznošenje činjenica, ali imidž odnosa s javnošću kao profesije je često nepravedno negativan zbog neprofesionalnog i neetičkog postupanja pojedinaca u okviru struke. U praksi su česte pojave da se etika u odnosima s javnošću smatra oksimoronom. Etičko mišljenje stručnjaka u odnosima s javnošću kreće se od Biblijskog stava ”sve što želite da ljudi čine vama, činite i vi njima” (Matej 7:12) do profesionalne odanosti kompaniji ili organizaciji za koju rade. Zbog prevencije i sankcionisanja neetičkih pojava važno je postaviti pravila u vidu kodeksa prema kojima će stručnjaci iz oblasti odnosa sa javnošću podesiti svoja ponašanja.
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