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Advisor(s)
Abstract(s)
Ethics have taken a central position in professional and academic circles in the debate about public relations, what public relations does and how it should be practised today. Despite the fertile theoretical ground, in this article we have decided to discuss the theme from the perspective of professional associations and councils, which from the start focused on thinking about the ethical dilemmas that run through professional praxis. The first part of this article discusses major international codes of ethics for public relations adopted by the main international public relations associa- tions in order to map the main institutionalized values. Codes are a moral reflection focused on a profession’s rights and duties and establish the basic moral rules demanded in that profession. They are, for that very reason, the first step towards self-regulation of professional conduct, a fundamental step in the professionalizing and legitimation process of any professional activity.
The second part narrows the analysis to the situation in Brazil. Public relations practice in Brazil offers a rich field of study to understand the pro- fession’s ethical questions. Starting with a brief analysis of the development of regulation for the profession in Brazil, we shall focus our attention on the Conferp System and its defence of ethical PR practice. The ultimate aim is to understand what major values underlie public relations practice in Brazil and how they contribute to solidifying it as a profession.
Description
Keywords
Public relations ethics Conferp Code of Ethics
Citation
Professional associations or activists? The case of CONFERP in defending an ethical identity for public relations in Brazil. In I. Ruiz-Mora, G. Gonçalves & I. Somerville (Edit.), Organizational and strategic communication research: global trends (pp.251-272), Covilhã: LabcomBooks. 978-989-654-552-9