Etika komuniciranja kao platforma samoregulacije u odnosima s javnostima
The ethics of public communication as a platform for self-regulation of public relations.

Summary/Abstract: This paper analysed the ethics of public communication as a platform for self-regulation of public relations. The deductive methodology was used in the analysis, and the issues of ethical self-regulation were analysed at the praxeological, phenomenological and ontological level. The applications of ethical principles and theories, based on utilitarian and deontological approaches in the field of public relations, were investigated. The dilemmas regarding the application of ethical postulates in communication practice were also discussed. Ethics codes, applicable in the PR profession, are presented as well as basic guidelines for the application of PR ethics in addressing communication challenges.

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