public relations and ethics

The aim of this paper is the analysis of different forms of PR implementation and research its relation with ethics in practice. 'Public relations' is the every-day term that represents the job that is widely used in all aspects of life and work in today's society. Public relations represent a specific form of communication that has a particular application in society. Public relations involve focusing on a public aspect of organization with the aim of building a positive attitude and image. Image of public relations as a profession is often unfairly negative, and the reason for this is unprofessional and unethical relation of individuals towards their profession. In practice ethics in public relations is often considered to be an oxymoron. Ethical thinking of experts in public relations goes from Biblical attitude 'all you want people to do to you, do even so to them' (Matthew 7:12)to professional loyalty to organization they work for. Because of unethical appearance it is important to set the rules, in the form of codex by which the public relations professionals will set their behaviors. .