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Ethical Issues as an Important Factor within International Public Relations: Heuristic Remarks on a Systematical Analysis and a Comparative Case Study from Five European CountriesHolger SievertMHMK University for Media and Communication; Technische Universitaet Munchen (TUM); University of Cambridge; Institute for Public Relations Tobias HäußerBocconi University September 19, 2012 13TH ANNUAL INTERNATIONAL PUBLIC RELATIONS RESEARCH CONFERENCE PROCEEDINGS - ETHICAL ISSUES FOR PUBLIC RELATIONS PRACTICE IN A MULTICULTURAL WORLD. March 10-13, 2010. Dodd, M.D. & Yamamura, K., eds., Miami FL: University of Miami Press. pp.697-720. Abstract: Ethical questions represent quite a difficult subject within Public Relations. In this paper the authors argue the case for a consideration of the overall function and responsibility of PR within modern society, proposing a method for the observation of PR ethics on an international scale through analysis within its cultural context. In order to conduct the comparative analysis, the authors apply a methodological framework developed originally by one of them. The most important ethical aspects of each level of the heuristic analytical framework will be analyzed, and then the findings used to analyze the situation in five European countries as a first practical application.
Number of Pages in PDF File: 14 Keywords: PR, Communication, International, Ethics JEL Classification: M30, P50 Accepted Paper SeriesDate posted: March 13, 2010 ; Last revised: September 19, 2012Suggested CitationContact Information
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