A ética das Relaí§íµes 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
DOI:
https://doi.org/10.3145/epi.2020.may.16Palabras clave:
Relaí§íµes Públicas, í‰tica das Relaí§íµes Públicas, Associaí§íµes profissionais, Códigos de ética, Portugal, Espanha, Global Alliance for Public Relations and Communication Management, Apecom, Apce, Dircom, Adecec.Resumen
Os códigos deontológicos sí£o uma reflexí£o moral centrada nos deveres e direitos de uma profissí£o, 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 Relaí§íµes Públicas das associaí§íµes profissionais de Relaí§íµes Públicas de Portugal e Espanha para perceber quais os valores comuns que guiam esta atividade. O objetivo da investigaí§í£o foi duplo: 1) descrever comparativamente os códigos de Relaí§íµes Públicas em vigor nas associaí§íµes 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 comunicaí§í£o baseada em fatos; (3) Integridade; (4) Transparíªncia; (5) Lidar com os públicos com justií§a e respeito; (6) Comportar-se de forma a engrandecer a profissí£o; e (7) Atuar com profissionalismo. Apesar de existirem nuances no quadro normativo das associaí§íµes profissionais locais, há princípios globais de prática que se destacam e que demonstram a possibilidade de um código de ética global para as Relaí§íµes Públicas.
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