Social Responsibility and Loyalty in Public Relations Codes

  title={Social Responsibility and Loyalty in Public Relations Codes},
  author={Matilda Koli{\'c} Stani{\'c} and Anton Florijan Bari{\vs}i{\'c}},
  journal={Business Systems Research Journal},
  pages={151 - 162}
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? Objectives: This research aims to describe how social… Expand
4 Citations

Tables from this paper

Environmental impact of corporate social responsibility
Research background: Corporate social responsibility (CSR) involves doing business in an ethical manner, being responsible to employees, customers and stakeholders in the business, and contributingExpand
How does corporate social responsibility transform brand reputation into brand equity? Economic and noneconomic perspectives of CSR
The concept of corporate social responsibility (CSR) has been embedded across psychological and physical frontiers of organizations building up on philanthropy, ethics, regulation, and economy.Expand
How the theory of information and journalism ethics contributes to the ethics of public relations: six principles from the dialogue between codes of ethics and Luka Brajnović’s legacy
Abstract The ethics of public relations (PR), irrespective of how many different theoretical and practical approaches have contributed to it, still has a gap to fill concerning the role of humanExpand
The Relation between Sustainable Development Trends and Customer Value Management
The sustainable development movement is an essential trend that can resist the excessive consumption and over-exploitation of resources. There have been considerable changes in the perception of theExpand


Public Relations Leadership in Corporate Social Responsibility
Many of the negative connotations of corporate social responsibility (CSR) are linked to its perceived role as a public relations exercise. Following on calls for more positive engagement by publicExpand
Ethics as the Strategy for Public Relations Associations
The main goal of the paper is to analyse the objectives declared by the twenty professional associations of public relations, from the perspective of ethics. To answer in which way PR-associationsExpand
Transparency in Public Relations: Evidence from Associations’ Ethics Codes
The issue of transparency in public relations, or as it is more often referred, the conflict of interest, belongs to the group of the crucial ethical issues. Nevertheless, among scholars, there existExpand
Professionalism and Social Responsibility: Foundations of Public Relations Ethics
The primary foundations of public relations ethics literature focus on professionalism and social responsibility. This manuscript traces the roots of the two concepts. The discussion ofExpand
Ethical convergence, divergence or communitas? An examination of public relations and journalism codes of ethics
Abstract In a fully functioning society, citizens need information about economic, social, and political issues. The news media perform this function. Citizens also need to engage in relationshipsExpand
A State of Neglect: Public Relations as ‘Corporate Conscience’ or Ethics Counsel
Ryan and Martinson (1983) and other scholars argued that the corporate conscience role should belong in the public relations function. But, how common is the use of ethics counsel among publicExpand
Ethics as a precursor to organization–public relationships: Building trust before and during the OPR model
Abstract This study builds on the public relations theory of organization–public relationships (OPRs) by exploring the role of ethics as a precursor to building OPRs. We qualitatively explore theExpand
Have Global Ethical Values Emerged in the Public Relations Industry? Evidence from National and International Professional Public Relations Associations
Globalization has the potential to create a network society where “there is a common cultural code of values that forms the glue of the network” (Castells, The rise of the network society: TheExpand
Differences between public relations and corporate social responsibility: An analysis
Abstract This article compares corporate social responsibility and corporate public relations by reviewing their origins, theories, processes, and primary responsibilities and found them to be quiteExpand
Corporate social responsibility and stakeholders: Review of the last decade (2006–2015)
Background: Globalization, strong development of information-communication technologies and the emergence of new burning challenges for the global communities enabled the concept of corporate socialExpand