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Towards the Question of PR’s Social Role and Ethics

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Korolko, Valentyn

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Corporate Editor Institute of Sociology of the National Academy of Sciences of Ukraine
Abstract The article reviews pragmatic, conservative, radical, idealistic, neutral, critical, and vulgar-managerial worldview approaches to the interpretation of public relations’ social role in a society wide-familiar within the theory and practice of Western countries. Sharing the American scholar James Grunig’s and his colleagues’ point of view on the normative theory of ethical PR, the author shows that only in case of the practical application of symmetrical (ideal) model of communication between organizations and publics, the social institute of public relations may overcome an utilitarian approach to ethics and become more effective and socially responsible. The author comes to the conclusion that application of such a symmetrical model of public relations in Ukraine will promote the democratic development and creation of a civil society in this country.
Classification Sociology of Communication, Sociology of Language, Sociolinguistics; Mass Communication
Collection Title Ukrainian Sociological Review 2000-2001
Editor Golovakha, Yevhen
Document language English
Publication Year 2003
City Kiev
Page/Pages p. 11-127
ISBN 966-02-2814-7
Status Published Version; reviewed
Licence Deposit Licence - No Redistribution, No Modifications