A ética das Relações Públicas. Um estudo comparativo dos códigos de conduta profissional em Espanha e Portugal e o código da Global Alliance for Public Relations and Communication Management

Autores/as

DOI:

https://doi.org/10.3145/epi.2020.may.16

Palabras clave:

Relações Públicas, Ética das Relações Públicas, Associações profissionais, Códigos de ética, Portugal, Espanha, Global Alliance for Public Relations and Communication Management, Apecom, Apce, Dircom, Adecec.

Resumen

Os códigos deontológicos são uma reflexão moral centrada nos deveres e direitos de uma profissão, que estabelecem as normas morais mínimas exigíveis à sua atividade e que funcionam como um mecanismo auto-regulador da praxis profissional. Este artigo analisa os códigos de Relações Públicas das associações profissionais de Relações Públicas de Portugal e Espanha para perceber quais os valores comuns que guiam esta atividade. O objetivo da investigação foi duplo: 1) descrever comparativamente os códigos de Relações Públicas em vigor nas associações profissionais de dois países – Portugal e Espanha; 2) analisar comparativamente estes códigos à luz dos princípios globais da Global Alliance for Public Relations and Communication Management. Através de uma análise de conteúdo qualitativa comparativa, guiada pelos 16 princípios globais da Global Alliance, identificaram-se 7 valores fundamentais: (1) Trabalhar para o interesse público; (2) Honestidade, verdade e comunicação baseada em fatos; (3) Integridade; (4) Transparência; (5) Lidar com os públicos com justiça e respeito; (6) Comportar-se de forma a engrandecer a profissão; e (7) Atuar com profissionalismo. Apesar de existirem nuances no quadro normativo das associações profissionais locais, há princípios globais de prática que se destacam e que demonstram a possibilidade de um código de ética global para as Relações Públicas.

Biografía del autor/a

Gisela Gonçalves, Universidade da Beira Interior Departamento de Comunicação e Artes Rua Marquês de D'Ávila e Bolama 6201-001. Covilhã (Portugal)

Ph.D. in Communication Sciences, Head of the Department of Communicaiton  and Arts at University of Beira Interior

Isabel Ruiz-Mora, Universidad de Málaga (España)

Profesora Ayudante Doctora en el Departamento de Comunicación Audiovisual y Publicidad de la Universidad de Málaga (España).

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Publicado

2020-05-22

Cómo citar

Gonçalves, G., & Ruiz-Mora, I. (2020). A ética das Relações Públicas. Um estudo comparativo dos códigos de conduta profissional em Espanha e Portugal e o código da Global Alliance for Public Relations and Communication Management. Profesional De La Información, 29(3). https://doi.org/10.3145/epi.2020.may.16

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Sección

Artículos de investigación / Research articles

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