PROFESSIONAL ETHICS OF PUBLIC RELATIONS PRACTITIONERS IN THE CONTEXT OF DIGITALIZATION

Area of Science:

• Public Relations
• Communication Ethics
• Digital Ethics

Background:

• Professional ethics in public relations (PR) are increasingly critical in the digital age.
• Traditional ethical codes face challenges from social networks and online platforms.
• The alignment of PR ethics with human rights is a key consideration.

Purpose of the Study:

• To synthesize the evolution of professional ethics in public relations.
• To examine the impact of digitalization on PR ethical standards.
• To explore the perspectives of Armenian PR practitioners on digital age challenges.

Main Methods:

• Qualitative analysis of research findings from Armenian PR practitioners.
• Examination of practitioners' perspectives on ethical standard development.
• Scrutiny of ethical considerations in social networks and digital communication.

Main Results:

• Digitalization presents unprecedented challenges to traditional PR ethical codes.
• Practitioners highlight geographical and contextual relevance issues in ethical standards.
• Limitations of current PR ethics in navigating digital communication are apparent.

Conclusions:

• The digital age necessitates a revision of conventional PR ethical codes.
• An updated ethical framework is crucial for navigating complex digital communication landscapes.
• Proactive adaptation and enhancement of PR ethical standards are essential.