Toward a professional responsibility theory of public relations ethics

Journal of Mass Media Ethics 16 (2 & 3):193 – 212 (2001)
Abstract
This article contributes to the development of a professional responsibility theory of public relations ethics. Toward that end, we examine the roles of a public relations practitioner as a professional, an institutional advocate, and the public conscience of institutions served. In the article, we review previously suggested theories of public relations ethics and propose a new theory based on the public relations professional's dual obligations to serve client organizations and the public interest.
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