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Interplay in the digital media environment: Putting focus on the blurring line between advertising and public relations in South Korea

Authors
Jo S.
Issue Date
Oct-2016
Publisher
Taylor and Francis
Citation
The Moral Compass of Public Relations, pp.185 - 193
Journal Title
The Moral Compass of Public Relations
Start Page
185
End Page
193
URI
https://scholarworks.sookmyung.ac.kr/handle/2020.sw.sookmyung/3250
DOI
10.4324/9781315646503
ISSN
0000-0000
Abstract
The civic and moral responsibilities of public relations are hotly contested topics. While many researchers call for focusing on ethics in public relations, they concentrate on ethics in relation to how people do their jobs. In actuality, emphasis should move beyond professional codes of ethics to include general morality and citizenship. Currently, as the profession receives greater scrutiny, it is important to be aware of the value of public relations in the community. This book centers on four areas of public relations’ conscience in order to examine its role in morality and citizenship: civic professionalism, corporate social responsibility, ethics, and public communication. This approach will help to answer the question of what is public relations’ responsibility to the public good.
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사회과학대학 (홍보광고학과)
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