Positions Of Ethical Choice In Pr Professional Competency: Philosophical Approach

Abstract

Under the conditions of modern Russian society (mediatization of politics, network communication expansion, approval of the principles of transparency and egalitarianism), the responsibility of public relations (PR) professional increases. On the one hand the problem of ethics formation consists in the variety of professional PR models, academician personal subjectivity and a relatively small but diverse life experience of students on the other hand. The authors believe that professional ethics reflects the depth and consistency of academic knowledge about the societal communications as a whole. However, in each specific communicative situation it is necessary to form and evaluate a number of ethical choice positions. This article presents methodological support to the development of ethical norms as basic professional competence for PR-specialist. Methodology of educational process is based on paradigm of modern social epistemology with dynamic aspects of society figurations and new mediainfrastructure of higher education system. This approach allows to exemplify each of four PR-models and to form critical attitude and predictive skills of students in the context of ethical positions of choice.