Honors Theses (Journalism and Communication)

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Ethics in the Public Relations Professional World: A Guide For Those Entering the Field
(University of Oregon, 2024-05) Winz, April
This research project explores ethics in professional practice within the public relations and communications field, particularly in the context of higher education. Through qualitative one-on-one interviews, it investigates how practitioners navigate ethical considerations in their daily work and overall career. Findings reveal a gap between ethical parameters valued in the field and their practical implementation, highlighting a lack of training and support systems. As a result, participants have felt compelled to independently navigate ethical dilemmas throughout their career, and that college did not fully equip them with the tools they needed to do so. Drawing from these findings, the project proposes practical strategies such as mentorship, interactive and discussion-based workshops, and integration of diversity, equity, and inclusion (DEI) values to foster ethical decision-making in the field. The culmination of this research is encapsulated in a user-friendly guide tailored for college students, recent graduates, and new professionals entering the public relations and communications field. This guide offers actionable insights and advice drawn from real-world experiences, aiming to equip emerging professionals with the tools to find and uphold ethical standards throughout their careers.