Use of Confidential Information by Public Relations Practitioners and Its Representation in Ethical Codes

Abstract

Although ethical behaviour today is an essential part of Public Relations, in the short and intensive development of the profession and the period of professionalisation, Public Relations practitioners are faced increasingly with ethical dilemmas in their daily work for different organisations. At the same time, ethical behaviour is increasingly desirable and required, therefore, inclusion of practitioners in professional associations is crucial, as these have a significant impact on the actions of their members through their activities. In this study we analyse the contents of 30 national ethical codes of Public Relations associations, in order to verify how they regulate the protection and use of confidential information within their business communication. Based on the analysis of ethical codes, the paper identifies areas that relate directly or indirectly to the use and protection of confidential information of communication experts. With the substantive analysis, the definition of terms and categories, with a schematic representation, we have filled the gap in this area significantly, as the concept of confidentiality is treated holistically. Keywords: ethical codes, confidential sources, public relations, media sources, ethics.