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.
To cite this article: Matilda Kolić Stanić (2020) How the theory of information and journalism ethics contributes to the ethics of public relations: six principles from the dialogue between codes of ethics and
According to Kotler, Kartajaya, and Setiawan, there are five components of marketing 5.0: it is data-driven, predictive, contextual, augmented, and agile. This paper uses the case study method to investigate the presence of the 5.0 marketing components in promotional strategies employed by the South Korean popular music industry. The paper explores promotional strategies used by the BTS music group in particular. The group uses the 5.0 marketing method in its promotional strategies, especially in communication with the fans, and such communication thus enters the field of public relations. The case study analysis also indicates the use of data-driven marketing and predictive analytics, which are achieved using artificial intelligence. Additionally, elements of contextual marketing were used to improve the consumer experience, and augmented marketing was utilized to facilitate business, especially for front office staff. Finally, the analysis of BTS's promotional strategies shows a focus on innovation and flexibility, which are elements of agile marketing.
In dealing with the crisis, all institutions must react and urgently solve the problem, but a special challenge is to communicate with key publics, especially those publics that have suffered damage., What is imperative for public relations is fast and two-way communication. That is why digital platforms are indispensable in crisis communication because they enable almost simultaneous reaction and enable institutions to communicate directly with the affected public, without the mediation of information media. This paper aims to analyse the crisis communication of the City of Slavonski Brod through its official website and Facebook page during water pollution in March and April 2018. The analysis was performed by methods of qualitative content analysis and a case study analysis. During the environmental incident, the City of Slavonski Brod did not communicate following the PR principles of crisis communication nor took advantage of digital communication.
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