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Izvorni znanstveni članak
https://doi.org/10.2478/bsrj-2019-024

Social Responsibility and Loyalty in Public Relations Codes

Matilda Kolić Stanić ; University of Zagreb, University Department of Croatian Studies, Zagreb, Croatia
Anton Florijan Barišić   ORCID icon orcid.org/0000-0002-9566-7777 ; University of Applied Sciences VERN, Zagreb, Croatia

Puni tekst: engleski, pdf (427 KB) str. 151-162 preuzimanja: 53* citiraj
APA 6th Edition
Kolić Stanić, M. i Barišić, A.F. (2019). Social Responsibility and Loyalty in Public Relations Codes. Business Systems Research, 10 (2), 151-162. https://doi.org/10.2478/bsrj-2019-024
MLA 8th Edition
Kolić Stanić, Matilda i Anton Florijan Barišić. "Social Responsibility and Loyalty in Public Relations Codes." Business Systems Research, vol. 10, br. 2, 2019, str. 151-162. https://doi.org/10.2478/bsrj-2019-024. Citirano 18.11.2019.
Chicago 17th Edition
Kolić Stanić, Matilda i Anton Florijan Barišić. "Social Responsibility and Loyalty in Public Relations Codes." Business Systems Research 10, br. 2 (2019): 151-162. https://doi.org/10.2478/bsrj-2019-024
Harvard
Kolić Stanić, M., i Barišić, A.F. (2019). 'Social Responsibility and Loyalty in Public Relations Codes', Business Systems Research, 10(2), str. 151-162. https://doi.org/10.2478/bsrj-2019-024
Vancouver
Kolić Stanić M, Barišić AF. Social Responsibility and Loyalty in Public Relations Codes. Business Systems Research [Internet]. 2019 [pristupljeno 18.11.2019.];10(2):151-162. https://doi.org/10.2478/bsrj-2019-024
IEEE
M. Kolić Stanić i A.F. Barišić, "Social Responsibility and Loyalty in Public Relations Codes", Business Systems Research, vol.10, br. 2, str. 151-162, 2019. [Online]. https://doi.org/10.2478/bsrj-2019-024

Sažetak
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 responsibility is articulated in the documents that can be considered as the crown of public relations ethics – the codes of ethics – and additionally, how the value of loyalty corresponds to the value of social responsibility. Methods/Approach: The research is based on the content analyses of 13 codes of ethics that are delivered by 18 public relations associations at the international and the national level in the USA and the European Union. Results: Although the phrase “social responsibility” is not mentioned in codes directly, the value of social responsibility is present in very diverse ways. When the value of loyalty came into the correlation with social responsibility, the research has shown that these values exist as a separate principle. Conclusions: The public relations are a profession that tends to be socially responsible and tends to show that loyalty to clients and organizations is subordinated to public and social responsibility. Thus, the codes show that contemporary public relations, at least at the normative level, approach the two-way symmetric model and mostly promote "idealistic social role” of public relations.

Ključne riječi
public relations; ethics; social responsibility; loyalty; ethic codes

Hrčak ID: 224566

URI
https://hrcak.srce.hr/224566

Posjeta: 95 *