Research in Public Relations and Organisational Communication
Edited By Andrea Catellani, Ansgar Zerfass and Ralph Tench
On the Borderlines of Advocacy. Situational Professional Ethics in the Identity Construction of Public Relations Consultants
On the Borderlines of Advocacy
Situational Professional Ethics in the Identity Construction of Public Relations Consultants
Elin HELGESSON & Christina GRANDIEN
Mid Sweden University, Sundsvall, Sweden
This chapter explores if and how Swedish public relations consultants identify advocacy within their occupation. Professional ethics are used as a reference to highlight the contradictions between the role as an advocate and professional responsibilities and ethics. In this study we explore the contradictions that public relations consultants experience in developing a professional legitimacy that is compatible with societal expectations. We discuss how these contradictions can influence the identity construction of public relations consultants, professional legitimacy and the institutionalisation of public relations.
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