APPROACH TO PUBLIC RELATIONS PROFESSION IN TERMS OF PROFESSIONAL ETHICAL PRINCIPLES


The main purpose of this study is to explain the concepts of public relations and ethics by making literature review in the related field, and to examine the possible causes of the problems experienced in public relations profession and solution suggestions within the framework of ethical principles. In line with the studies put forward considering the benefit of society, gaining the support, trust and sympathy of the people, target groups and employees is among the goals of almost all institutions and organizations. In today's working culture, institutions and organizations that do not show the necessary sensitivity to their internal and external target audience in terms of public relations activities and organize their works without taking them into account fail. Of course, the success of public relations activities cannot be limited to the demands, requests and complaints of the target audience. The success of the public relations activities and the future of the profession is possible only if the trained and experienced personnel put forward the policies that they have knead within the framework of strategic methods. If there is a negative public opinion about the goods and services produced by the enterprise, adopting policies that disregard human dignity, health and future of community in order to make a profit or that turn this situation into a positive, cast a shadow on the public relations profession. Also by practitioners of the profession, the individual interests and different working principles of managers, pressures arising from economic, social, cultural and political factors, media bosses and employees are again unqualified and unethical behaviors arising from the submission of the sector to different ideologies are criticized from time to time. Even though public relations specialists work side by side with the top management of the organization, they are obliged to fulfill their duties with a correct and realistic approach for the benefit of customers and community. As in every profession, in the public relations profession, ethical principles such as respect for human rights, accuracy, honesty, protecting the public interest, accountability, fairness and consistency constitute the main line of the profession. In this study, in a period of increasing awareness of consumer masses, also while performing public relations activities in terms of corporate image management, as in all professional groups, the importance of ethical principles in the public relations profession and their positive reflections on the development of public relations activities are emphasized.


Keywords


Ethics, Ethical Principles, Public Relations.

Author : Saim ALTAY -Senem ALTAY
Number of pages: 2833-2862
DOI: http://dx.doi.org/10.29228/TurkishStudies.39328
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Turkish Studies-Social Sciences
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