Practitioners’ perceptions of their ethics in Korean global firms

This qualitative study used in-depth interviews to review the perceptions held by public relations practitioners who work in global public relations firms, regarding their ethics, and to identify elements that support their ethics. Results indicate that those practitioners are adamantly ethics-oriented but they have a limited understanding of ethics specific to public relations. No absolute universal ethical standards were found. This study identified nine elements affecting public relations practitioners’ ethics. The important and powerful elements were chiefly attributed to cultural influences. It finally provides critical clues to the process of enhancing public relations professionalism.