January 2022
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60 Reads
Ethic dimension of online PR: the Paper illustrates the opportunity for PR to manipulate the public opinion by using online a modified structure of the most often applicable PR-tactic-the press release. On the other hand, the paper pays attention to the controversial ethics nature of the online PR practice due to the preconditions for manipulation provided by the particularities of the Internet communication and set a large discussion topic of what should be considered as ethic PR as well as the does the PR community need of an update of the professional code. At the same time, the paper raises the question of the need of reconsidering the existing model of media agenda setting due to the changes of the structural and functional features of the press release tactic.