Social Responsibility and Loyalty in Public Relations Codes

Abstract

Background: It is believed that social responsibility, the value that is strongly involved in the contemporary corporate behaviour, has also become the core value for public relations practitioners and their associations. However, there are ethical doubts concerning the question to whom a PR practitioner is actually responsible (or loyal) in the first place: to the client, the employer, the public, or society in general?

Keywords

• public relations
• ethics
• social responsibility
• loyalty
• ethic codes
• m14
• d8