Nauka zawodu w branży public relations jako element analizy standardów etycznych
Apprenticeship in the Public Relations Industry as Part of the Analysis of Ethical Standards

Summary/Abstract: In the public relations industry, there are mainly people with a higher level of education, although the type of completed studies and preparation for the profession plays an important role in achieving specific goals in professional work, with particular emphasis on the ethical dimension of PR practice. Scientific objective: Selecting variables related to learning the profession in the PR industry and analyzing their impact on the level of identification of professionalism and ethics in the PR profession, together with an indication of possible reasons for noncompliance with ethical standards in the industry. Research methods: Quantitative research using telephone surveying technique (CATI) among people employed in the public relations industry (sample of 500 PR specialists) and desk research analysis taking into account the results of several research projects regarding the professional performance of PR duties. Results and conclusions: On average, every third person employed in the public relations industry has completed university studies that were not associated with this specialization, i.e. they did not provide the knowledge needed to perform daily professional duties. On the other hand, views consistent with professional ethics are most emphasized by people who have had a long contact with the PR education system, i.e. completed university and post-graduate studies related to PR. The accuracy of the information provided is a key standard that respondents consider when performing their work. Cognitive value: The presented results include a non-standard approach to analyzing the level of education of representatives of the PR industry, which allows more complete knowledge and characteristics of the paths that PR professionals had to follow, along with the distinction between ethical values that guide individual groups.

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