ABSTRACT

The 2017 Commission on Public Relations Education (CPRE) report found new professionals are not meeting employers’ expectations regarding ethics knowledge, skills and abilities. This mixed-method study identifies the most common ethical issues facing public relations professionals today, essential competencies associated with ethics in public relations, and which of those skills are lacking. The study began with a Delphi survey with public relations leaders followed by 40 personal interviews. Implications for educators and public relations professionals are provided. In addition, a model of public relations practice, drawing on virtue theory, is proposed that contrasts the role of an ethical conscience with that of a spin doctor.

抽象的

2017年公共关系教育委员会（CPRE）的报告发现，新专业人员没有达到雇主对道德知识，技能和能力的期望。这项混合方法的研究确定了当今公共关系专业人员面临的最常见的道德问题，与公共关系道德相关的基本能力以及这些技能中缺少哪些。该研究始于对公共关系负责人进行的德尔福调查，然后进行了40次个人访谈。提供了对教育者和公共关系专业人士的启示。此外，提出了一种基于美德理论的公共关系实践模型，该模型将道德良心与自旋医生的角色进行了对比。