Towards the Question of PR’s Social Role and Ethics

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.