Resumen

STORTINI, Gabriel Pablo. La ética en las Relaciones Públicas. Cuad. Cent. Estud. Diseño Comun., Ens. [online]. 2011, n.35, pp.117-127. ISSN 1853-3523.

In this article the author refects about entailment of ethics and public relations, reviewing the discussion on the role of ethics within the profession. This subject, that has been intensively discussed, implies several variables like present legislation, the norms that rules the daily activity of communicators and the philosophical direction of the person who exerts the profession. The author analyzes that public relations people often must apply their own perspective to judge whether actions to generate bonds and to create relations between the organization and her public 'are right or not', having to announce the benefits and damages of their activities of communication.

Palabras clave : Communication people; Corporate communications; Corporate reputation; Dircom; Ethics; Institutional communication; Management communication; Public Relations; Spokesperson.

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