Showing a limited preview of this publication:
Abstract
Public relations’ identity is shaped by various forces: the demands and constraints of being a professional, which apply to other professions as well; the identity( ies) preferred by public relations as a sector; those conferred on PR by others; and the particular roles adopted by or enforced on individual practitioners. The choices of ethical image reflect the confusion which permeates the profession. This chapter explores the tensions between these forces and the resulting identity conflicts, particularly regarding ethical responsibility. It closes with suggestions emerging from recent research taking a capability approach to public relations as a global profession.
