Ethical aspects in public relations

Abstract

The basic aim of this paper is to explore public relations practitioners' different perceptions of professional ethics depending on gender, age, educational level and years of experience. Analysis of professional ethics in Serbian public relations, has gained the ability to introduce all relevant aspects that should act in order to reach the positive developments and improve the existing situation in the field of ethics in public relations. The conclusion may be derived from this research is that business ethics in public relations in Serbia is at a high level. However, we must accept these results with caution, because very critical and sensitive issues of ethics lead to the interviewees to give fulsome answers that prove and practical examples. In order to obtain relevant results in future studies need to be, above all, changed the manner of conducting the survey. So, you need a personal approach with full respect for the respondents of anonymity. Business ethics in Serbia deserves much more attention and through education and research, as well as direct examples of business practice.