Dilemas éticos do profissional de relações públicas na gestão de crise de imagem

Abstract

The social, political, economic, and especially technological transformations of recent decades have significantly impacted the way communication is carried out, demanding more transparent, ethical, and socially aligned conduct from organizations in response to the demands of an increasingly aware and critical society. In this context, image crisis management has taken on a central role in Public Relations practices, bringing to light important ethical dilemmas faced by these professionals. This study aimed to identify the main ethical dilemmas experienced by Public Relations professionals during the management of image crises, with an emphasis on the organizational context. To this end, two methodological procedures were used: a literature review and qualitative exploratory research, through in-depth interviews with professionals in the field who have experience in managing image crises. The results reveal that, although the profession's Code of Ethics offers relevant guidelines, it presents gaps in light of current complexities, often leaving the judgment of ambiguous practices to individual conscience. It was also found that the ethical conduct of Public Relations professionals is essential not only for containing damage to an organization's image but also for building a responsible communication practice that is sensitive to the demands of contemporary society. [resumo fornecido pelo autor]