What we value: A Delphi study to identify key values that guide ethical decision-making in public relations |
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Authors: | Lois A Boynton |
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Institution: | School of Journalism and Mass Communication, University of North Carolina, Chapel Hill, NC 27599-3365, USA |
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Abstract: | This study recommends that the Public Relations Society of America expand its professional values list to include respect and trustworthiness. This addition also shows the value this study's public relations participants place on mutually beneficial relationships with their clients/employers, customers, communities, and society as a whole. The findings contribute to the growing attention to and value of relationship management theory for effective public relations. |
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Keywords: | Public relations values Ethical decision making Relationship management PRSA |
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