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© 2021 Walter de Gruyter GmbH, Berlin/Munich/Boston
This chapter discusses the ethical issues and challenges for public relations from an organizational perspective in an increasingly global environment. We introduce the overarching concepts of normative (ideal) and positive (descriptive) ethics, followed by the two most prominent forms of normative ethics: utilitarianism and deontology. We discuss the use of these frameworks in public relations and global contexts, offering numerous topics and perspectives on ethics studies from management and closely related areas to enlarge our approach to ethics and moral problem-solving in the communication management discipline.