| 伦理博弈抑或道德感召——公共关系履行社会责任的路径探析 |
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| 引用本文： | 祁林.伦理博弈抑或道德感召——公共关系履行社会责任的路径探析[J].国际新闻界,2009(11). |
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| 作者姓名： | 祁林 |
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| 作者单位： | 南京大学新闻与传播学院; |
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| 摘 要： | 伦理和道德是公关运作得以成功的重要元素。如果说,伦理是最低限度的道德,道德是最高层次的伦理,那么在公共关系中诉求伦理就可以帮助组织证明其社会存在的合法性,而诉求道德则可以帮助组织建构其在公众心目中的美好愿景,进而对公众形成感召,激励他们去争取美好生活,这是公关能够履行的最高级的社会责任。
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| 关 键 词： | 公共关系 伦理 道德 社会责任 |
Ethical Game or Moral Calling:The Paths of Fulfilling Social Responsibility in Public Relations |
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| QI Lin.Ethical Game or Moral Calling:The Paths of Fulfilling Social Responsibility in Public Relations[J].Journal of International Communication,2009(11). |
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| Authors: | QI Lin |
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| Institution: | QI Lin (School of Journalism and Communication,Nanjing University,Nanjing,210093) |
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| Abstract: | Ethics and morality are important for successful operations of public relations.The article holds that the ethics appeal in public relations can help organizations to prove their legality,and the morality appeal can help organizations to build a vision which may inspire people to strive for a better life.This is the most senior social responsibility of public relations. |
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| Keywords: | Public Relations Ethics Morality Social Responsibility |
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