Professional Ethics in Public Relations and Its Functions

In recent years, the focus on professional ethics and behavior has been recognized by organizations as a necessity. Addressing the state of professional ethics in the field of public relations activities whose scope includes action, emotions, emotions, and in a word of public opinion, demonstrating the high importance of public relations, from the perspective of Inside and outside the organization, consider and reflect.The method of study in this article is Thematic content analysis of books and public relations and communications research. It should be explained that since no research on professional ethics in public relations was found in the searches, the authors of their research were excluded from articles on corporate ethics and organizational communication that included the performance of public relations organizations. Also, consider.It should be noted that the issue of professional ethics in the field of public relations has been looked at from the perspective of internal and external organizational relationships. The findings of the article show that from an external organizational perspective, public relations must respect honesty, trustworthiness, and truth, which are the basis of an ethical relationship, in order to reach the boundary of sustainability in public opinion. Along the way, non-compliance with professional ethics and behavior is also considered a threat to the organization's death. Research into the professional ethics of organizations has emphasized the need to avoid secrecy and focus on the principle of honesty in public relations. From the intra-organizational perspective, the findings also show that organizational structure is one of the factors influencing professional ethics. Other findings found in this study include less attention to ethical climate and professional ethics in organizational environments and discrimination as a major obstacle to achieving organizational goals.