مستلزمات تطبيق القيم الأخلاقية لممارسة مهنة العلاقات العامة: السودان أنموذجا

Abstract EN

The study amid to recognize the requirements of ethical values of practicing the profession of public relation in addition to learning about the process of ethical decision making in public relation.

The researcher used the descriptive analytical method.

The research readied a number of results most importantly.

1- there insurgent need take the a requirements of applying the ethical values for public relation practitioners.

2- absolute media freedom can offend community members 3- consequent to the lack of commitment of public relation practitioners of the requirements of professional values and ethics leads to withholding of trust by the public.

4- media workers are committed to the rules of professional conduct to some extent 5- the importance of committing to the principles of ethical values in professional practice of public relations when making a moral decision.