ETHICS AND PR: CHALLENGES AND IMPORTANCE IN MODERN SOCIETY

This thesis explores the critical role of ethics in public relations (PR) and the challenges professionals face in maintaining transparency, honesty, and accountability. In an era of rapid information dissemination, PR practices are scrutinized more than ever. The discussion highlights key ethical principles, the impact of misinformation, and the role of corporate social responsibility (CSR) in fostering trust. By examining international ethical codes and professional standards, this work underscores the strategic importance of ethics in building long-term audience trust and industry credibility.