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Communication Ethics in a Connected World

Research in Public Relations and Organisational Communication

Edited By Andrea Catellani, Ansgar Zerfass and Ralph Tench

What are the main ethical challenges for strategic communication and public relations professionals today? How can researchers help in understanding and dealing with these challenges in a complex and interconnected world? This book offers some answers to these questions, based on contributions by researchers from different European countries and other continents. The chapters of the first section focus on general concepts about communication and public relations ethics as well as corporate social responsibility. Three sections then deal with: the specific situation of communication and PR ethics in various European countries; the evolution of ethical skills of communication professionals; and the interaction between communication ethics and the public sphere. The final two sections offer insights on recent research in public relations, like employee communication and engagement, mentoring in public relations and the evolution of media relations and social media communication.
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Strategic Communication and Ethics. The Case of the Romanian Touristic Brand

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Strategic Communication and Ethics

The Case of the Romanian Touristic Brand

Alina DOLEA

University of Bucharest, Romania1

This chapter paper discusses the latest initiative of the Romanian Government to strategically communicate Romania to foreign audiences: the official launch of the Romanian touristic brand by the Ministry of Tourism. While in the literature on this topic there is a tendency to privilege a single theoretical lens (marketing and branding studies) and a functionalist approach (focused on instruments and technics) when analysing such initiatives, this chapter takes a step forward and proposes a critical, social constructivist approach. Thus, the main frame of analysis is not the efficiency of the initiative in terms of positioning the touristic brand Romania to external audiences, but its internal construction (the dynamic process through which the brand came to be articulated) and its definition during the internal public debate generated within the Romanian society by its launch. The Romanian touristic brand is integrated within (1) the institutional context, tracing its historicity and institutionalisation within the Ministry of Tourism and within (2) the social context, exploring the network of interactions and negotiations between the Ministry and several other social actors (media, experts, key opinion leaders). Using a critical discourse analysis, the main discourses with regards to the Romanian touristic brand and Romania, in general, are identified, with an emphasis on how the arguments of transparency and ethics are discursively constructed.

Introduction

In early 1990s, the Romanians...

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