ERIC Number: ED330008
Record Type: RIE
Publication Date: 1990-Jun
Reference Count: N/A
Differences in Ethical Standards: Factoring in the Cultural Expectation in Public Relations Education.
Neff, Bonita Dostal
Focusing on ethics in public relations from a multicultural point of view brings together elements which are critical to international public relations. The Public Relations-Ethics-Multicultural (PREM) model illustrates that articles can be found in the literature on ethics, public relations, and multicultural as individual concepts. The incompleteness of curriculum offerings among the disciplines suggests that colleges and univesities colleges and universities should look for interdisciplinary opportunities. A survey of the few international public relations courses offered further reinforces the need for an interdisciplinary effort. Public relations agencies prefer hiring those with a liberal arts background and allowing the professional to learn the craft later. This finding may have additional significance when examining the PREM model in terms of a professional prepared for handling international public relations. The international public relations professional must learn more than the tools of the trade. The professional must know the multitude of conditions necessary for making, and when to make actions or decisions. The times call for a movement to a liberal arts trained professional with a communication (interpersonal, broadcasting, organizational, public relations, speech) oriented background. (Two diagrams, one table, and a list of "priority research questions for the 1990s" are included; 32 references are attached.) (SG)
Publication Type: Speeches/Meeting Papers; Reports - Evaluative
Education Level: N/A
Authoring Institution: N/A
Identifiers: International Public Relations
Note: Paper presented at the Annual Meeting of the International Communication Association (Dublin, Ireland, June 22-29, 1990).