1Department of Social Work and Social Technologies, Yerevan State University, Armenia.
2Department of Applied Sociology, Yerevan State University, Armenia.
Georgian Med News. 2024 Apr(349):80-84.
In the ever-evolving landscape of public relations (PR), the significance of professional ethics has become increasingly pronounced, particularly in the digital age. This article embarks on a journey to synthesize the dynamic evolution of professional ethics in public relations and underscores the pressing need for its application in contemporary communication landscapes. Exploring the core values and principles that underpin ethical practices, the study extends to the alignment of these principles with fundamental human rights. A focal point of this article is an examination of the findings derived from research conducted among Armenian public relations practitioners, offering valuable insights into the challenges posed by the digital age. In this era of rapid digitalization, the traditional ethical codes that once governed the realm of public relations are facing unprecedented challenges. The classic ethical standards, while foundational, are now confronted with a shifting landscape shaped by the proliferation of social networks and online communication platforms. This article scrutinizes the practitioners' perspectives on the development of ethical standards, exploring questions of geographical and contextual relevance in the face of technological advancements. As the digital age transforms the dynamics of communication, the limitations of traditional PR ethics become increasingly apparent. The discussion highlights the intricacies of professional ethics within the realm of social networks, shedding light on the nuanced ethical considerations that emerge in this digitalized era. Amidst this exploration, a crucial issue emerges - the imperative for the preservation of ethical standards in public relations. The article contends that the challenges posed by digitalization necessitate a revision of the conventional PR ethical code. While the foundations remain relevant, there is a pressing need for an updated ethical framework that can effectively navigate the complex ethical terrain presented by social networks and digital communication channels. In conclusion, the article endeavors to provide a comprehensive understanding of the evolution of professional ethics in public relations, emphasizing the transformative impact of digitalization. By examining the standpoints of Armenian public relations practitioners, it sheds light on the challenges faced in this digital age and advocates for a proactive approach to adapt and enhance ethical standards in response to the dynamic communication landscape.
在不断发展的公共关系（PR）领域中，职业道德的重要性变得越来越突出，尤其是在数字时代。本文旨在综合探讨公共关系职业道德的动态演变，并强调其在当代传播环境中应用的紧迫性。通过探讨支撑道德实践的核心价值观和原则，本文进一步探讨了这些原则与基本人权的一致性。本文的重点是研究亚美尼亚公共关系从业者的研究结果，从中得出数字时代所面临挑战的宝贵见解。在这个快速数字化的时代，曾经规范公共关系领域的传统道德规范正面临前所未有的挑战。虽然经典的道德标准是基础，但现在它们正面临着由社交网络和在线交流平台的普及所塑造的不断变化的格局。本文深入探讨了从业者对道德标准发展的看法，探讨了在技术进步背景下地理和背景相关性的问题。随着数字时代改变了沟通的动态，传统 PR 道德的局限性变得越来越明显。讨论强调了道德标准在社交网络领域的复杂性，揭示了在这个数字化时代出现的微妙道德考虑因素。在这种探索中，出现了一个关键问题——在公共关系中维护道德标准的必要性。本文认为，数字化带来的挑战需要对传统的 PR 道德规范进行修订。虽然基础仍然相关，但迫切需要一个更新的道德框架，以有效地应对社交网络和数字通信渠道所带来的复杂道德领域。总之，本文旨在全面了解公共关系职业道德的演变，强调数字化的变革性影响。通过研究亚美尼亚公共关系从业者的观点，本文揭示了在这个数字时代所面临的挑战，并倡导采取积极主动的方法来适应和加强道德标准，以应对动态的沟通环境。
