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Codes of ethics are a moral reflection centred on the duties and rights of a given profession that establishes the minimum moral standards required. These codes imply self-regulation and therefore an individual application on the conduct of professionals. In this chapter we reflect on the main values that guide PR practice based on Schwartz's theory of basic human values, which measures universal values that are recognised throughout all major cultures. A qualitative and quantitative content analysis was carried out of the codes of ethics of six national PR and communication associations and of the Global Alliance's code. The ethics codes were analysed to study the priorities of values stressed by PR professional associations and to highlight the motivational values that may be present in them. Findings show that values contained in the codes of ethics are based on a system of 32 human values; three of the values – the common good, integrity and truthfulness – are identified in all the codes; motivational values relating to universalism, benevolence and conformity are also covered to varying degrees in all the texts. It has been confirmed that the Global Alliance code is the only text that deals with the values of all the motivations described by Schwartz. The PR codes of ethics are based on a list of common ethical values of a collective nature, which are mostly contemplated by the Global Alliance; the main difference at the national level is that Latin countries include in their texts more principles of ethical universalism.

This study aims to explicate the characteristics of ethical knowledge according to a knowledge management theoretical framework that conveys ethical knowledge as a form of tacit knowledge that is personal, subjective, intangible, and difficult to communicate to others.

The study is based on a survey with 350 public relations practitioners in the USA.

The findings show that ethical knowledge in public relations, as a professional construct, is tacit only to the extent that it is a personal body of knowledge grounded in individual actions and experiences, but it is explicit in that it is tangible and could be communicated and shared in the workplace. Age, work experience and the number of ethics courses taken in an individual's public relations career are some of the significant determinants shaping the public relations practitioners' conceptualizations of ethical knowledge.

The study reinforces the importance of a holistic approach to ethics, where structured and formal training programs and codes of ethics are supported directly by a congruence between formal initiatives and public relations professionals' personal values.

By explicating the characteristics of ethical knowledge and its implications on knowledge transfer of ethics in public relations, and in understanding the determinants shaping public relations professionals' conceptualization of ethical knowledge, this study offers an empirical contribution to an area of study that has received mostly normative and philosophical discussion.

This study sets out to understand the extent to which public relations practitioners use dissent tactics in the face of organizational unethical decisions, and to examine how organizational environment facilitates such dissent.

A web‐based survey was conducted with the assistance of the research team of the Public Relations Society of America (PRSA). A systematic random sample of 6,126 practitioners was drawn from the 2008 PRSA membership directory.

The results reaffirmed that “assertive confrontation” was the most frequently adopted tactic to resist an unethical organizational decision. Practitioners were more likely to confront management in an organization where top leaders do not support or exhibit ethical behavior. When an organization does not have an ethics code, practitioners were more likely to agitate others to oppose the unethical decision. Selective use of information and sabotage tactics were adopted when an organization does not value open communication.

The study was limited to practitioners in the USA, and the response rate was very low (4.02 percent).

As one of the grounding studies in public relations dissent, this research contributes to better understanding how public relations practitioners make an effort to promote organizational ethics by resisting unethical organizational decisions. The study also sheds light on the characteristics and nature of dissent in public relations, an important but little explored area in the field.

To conduct a systematic review of public relations ethics (PRE) research and scholarship in the 21st century and suggest future research directions. The study is prompted by macro-level phenomena that have impacted societies since the beginning of the 21st century—notably globalisation 4.0 and the fourth industrial revolution.

A systematic review was used to search academic literature. Articles discussing PRE in nine leading English-language public relations and business ethics journals between 2000 and 2019 were reviewed. A code-frame facilitated data extraction and subsequent quantitative analysis; qualitative analysis identified key themes.

The review identified 288 articles, with discussions involving PRE increasing over time. Most works approached the topic generally, rather than from a specific sub-disciplinary perspective, and drew from professional settings. Works were dominated by authors from North American institutions and North American samples. Research became increasingly empirical and intra-disciplinary and discussion about ethics was broadly categorised as part of public relations practice or from the perspective of the “academy”. Overall, the field can be described as of notable size, maturing, yet unbalanced in some regards.

The review helps to identify whether PRE research reflects major changes in the 21st century and augments the sparse recent reviews of PRE research.

This study is motivated to investigate the ethical challenges facing public relations professionals in today's digital communication environment. Specifically, the authors focused the research on the new ethical challenges in digital practice, the resources relied on when encountering ethical challenges and public relations professionals' efforts in seeking trainings on communication ethics.

An international online survey was designed and conducted in Canada and the USA. The final sample includes 1,046 respondents working full time in the profession of public relations and communication. In addition, the authors prespecified several demographic quotas in sampling design in order to recruit a more representative sample.

The research found nearly 60% of surveyed professionals reported that they faced ethical challenges in their day-to-day work, and there is a wide range of ethical challenges in digital practices. Results also revealed that professionals use various resources to deal with ethical issues. Those resources include ethical codes of practice of professional associations, ethical guidelines of their organizations and their personal values and beliefs. As common as experiencing ethical challenges, over 85% of surveyed professionals reported that they have participated in communication ethics training. However, only 30% of participants indicated that their ethics training took place in the past year.

The research provides solid evidence that the digital communication environment generates more ethical challenges, while it creates new ways of delivering content in corporate communications. Professional associations and organizations shall dedicate efforts in providing timely ethics training to PR professionals at all levels of leadership within and beyond corporate communications.

This paper aims to consider whether ethical persuasion can be part of public relations practice.

The paper contends that the critical issue for practitioners is not whether they engage in persuasion, but whether they do so ethically. Accordingly, a definition of ethical persuasion is derived by examining unethical propaganda. The paper then considers what standard might be used to assess the ethics of persuasion. The notion of “the public interest” – ubiquitously linked to ethical practice in public relations – is considered but found to be too elusive to guide the practice individual practitioners. Other more assessable standards are identified, as is a guiding approach to ethics. The approach to ethics adopted in this paper is rule utilitarianism. The methodology of this paper is deductive and derivative analysis, argument and synthesis, drawn from a broad body of literature.

Persuasion can be ethical, and a definition of ethical persuasion is proffered. The public interest is not a standard that individual practitioners can determine, decide, know, or apply to assess the ethics of their practice. Ethical persuasion can, however, be assessed using other standards, discussed in the paper. Consequently, a set of criteria and standards to practicing ethical persuasion is developed.

The paper does not extend into a discussion of practical persuasive techniques. Therefore, an extension of this examination could consider a thorough assessment of the ethics of practical persuasive communication techniques.

Directly relevant to the daily work of public relations practitioners, communicators, adertisers and marketers, who are interested in acting ethically. The paper provide a basis for a guide to assessing the ethics of persuasive practice.

This paper confronts both the question of whether practitioners can use the notion of the public interest to assess the ethics of practice, and also what constitutes ethical (and unethical) persuasion, and considers how persuation can be used ethically.

The purpose of this paper is to review public relations and related literature to examine attitudes to persuasion and propaganda as part of a long‐term project to produce an integrated ethical framework.

A critical approach to existing literature, examining assumptions and value judgments underpinning core texts and other writing. The limitations of systems, marketplace and relationship theory are briefly examined.

The dominance of systems theory and its reluctance to engage with persuasion has created a vacuum which is filled by critics, such as Stauber and Rampton. The common models of public relations – boundary spanner, advocate, relationship manager and propagandist – have limited discussion of persuasion and persuasion ethics, with the exception of the rhetorical version of advocacy which has produced considerable material of interest. However, rhetoric is rarely taught in the UK and the marketplace approach is more common. Social psychology has useful insights into persuasion and the Maletzke model is adapted to suggest future direction for an integrated ethical framework.

These are preliminary findings, based on literature, which will underpin the PhD started in July 2007. The application of the model is explored but has not yet been tested in practice.

If practitioners internalise particular versions of public relations and adopt ethical assumptions connected with each model, competing views of PR ethics will undermine an integrative approach. The adapted model proposed in this paper can be used either as a tool for analysing communication ethics or as a practical guide to professional behaviour.

Others (L'Etang, Piezska, Moloney, Weaver, Edgett) have covered some of these issues. This paper links ethical approaches with models of public relations and suggests the use of a communication model rarely referenced in PR literature.

The paper takes up the challenge offered in the call for papers for this special issue to explore the notion of public relations as “ethical guardian”. The approach taken is to review some influential academic perspectives as well as practitioner perspectives that emerged throughout the 20th century. It is argued that the ethics and social responsibility have long been an intrinsic part of public relations self‐identity. The paper identifies a number of problems for the public relations occupation that arise from its historical legacy and considers the implications for professional status.

This paper explores the creation of a global protocol on ethics in public relations. It begins by looking into the global ethical debate. It examines existing codes of ethics of a selection of public relations institutes and associations around the world, provides comparative analysis of these codes and discusses the pros and cons of their enforcement. It suggests that the immediate way forward in a highly litigious world is to provide some values‐based guidance to member associations together with access to an evolving database of case studies illustrating ethical problems. In the medium term more effective sanctions may be possible.