ABSTRACT
In this chapter, we will begin with an examination of the main ethical doctrines – utilitarianism, deontology and rights theories and how they relate to public relations. This will lead to a discussion of how the industry is addressing the question of professionalism. Pre-requisites of a profession are examined, and a number of them are addressed: entry qualifications, research and the body of knowledge; training and professional development; and codes of practice.
