Ethical Discourse in Public Relations Practice in the Digital Age

Abstract

This study examines ethical discourse in Public Relations practice in the digital age. The digital age is characterized by the systematic transitioning from the industrial age to the era of Information Technology (IT). The most notable aspect of this shift is the introduction of the internet and digitalization, which ushered in the quick spread of information technology (IT). The arrival of digitalization and the internet, which ushered in the quick spread of information and rendered traditional method of information transfer seems outdated at the start of twenty first (21st) century. Based on the theory of technological determinism, this study investigated the role of ethics in public relations practice in the digital age. The study reviewed the influence of ethical discourse on the dynamics of public relations in dissemination of information and the challenges face by PR practitioners. The primary data was generated using google form questionnaire to sample the opinions of 110 Public Relations Practitioners. The findings revealed that digital technologies, social media platform and the internet are becoming major tools among practitioners. It has also increased more fake news and unethical practice by PR practitioners. The study identified that most PR practitioners prefer new media to the conventional mass media. The study suggests the need for training and retraining of PR practitioners in the area of digital technologies, especially the use of AI while recommending that PR practitioners should maintain credibility and integrity in their practice.