За полупълната и полупразната чаша или още гледни точки за медийните технологии на полуистината и полулъжата
On the Glass Half Full and Half Empty or More Viewpoints on Half-Truth and Half-Lie Media Technologies

Summary/Abstract: The paper addresses the issue of ethics in public communications and the need for public relations professionals to communicate with their target audiences in the context of ethical interaction. The text offers examples from Bulgarian and American PR and media practices that provoke a debate about whether generally accepted frameworks of right and wrong are respected in the context of ethical norms, including comments on professionalism and the public price that is paid when going beyond the standards of professional journalistic behavior. The development ends with the concept expressed by the authors that it is ethical communication that has the power to harmonize social relations, which is capable of overcoming the prejudices and mistrust of the participants in the act of communication.

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