The Ideological Essence Of Traditional Chinese Ethics And The Ethics Of Modern Public Relations Practitioners Construct

The profession morality of PR practitioners is a serious and sensitive topic. It is a new social morality phenomenon that came into being with the development of the practical activities related with PR in our country, the research on the PR morality emphasizes country, the research on the PR morality emphasizes the statement of dogmatic theories more than the statement of practical operation. This dissertation aims at constructing and enriching the ideology and theories of PR profession morality, and finally constructing the Chinese PR morality structure by reasonable selecting and employing the traditional ethical moral concepts of PR significance and related to the peculiar profession activities of PR practitioners. This dissertation is divided into the following four parts.Part I, The meaning and features of the profession morality of the PR practitioners. To make out the definition of profession morality of PR practitioners, and make dear analysis of its connotation. The profession morality of PR practitioners is the norm code of behavior which regulates the relationship between social organizations and the public that should be followed by PR practitioners in the practical activities of PR. From psychology and activities the content of profession morality can be divided into three levels: key connotations main-body connotation and surface connotation. The profession morality of PR possesses a lot ofunique features of its own in comparison with that of other professions. This dissertation displays the feature of profession morality of PR from the perspectives of scope, function, content, credibility and mutual beneficially of the operation of PR profession morality.Part II , The analysis of the contemporary condition of the profession morality of PR and the value of further construction. This part states the process of formation and present situation of profession morality of PR in china and proves the necessity and urgency of constructing the profession morality of modem PR practitioners from the perspectives of the quality of PR and the need of society.Part III, The essence of Chinese traditional ethical traditional ethical ideology and the construction of the profession morality of PR practitioners. This is the major Part of the dissertation. With the prerequisite of constructing Chinese PR profession morality, this part discuss in details the correspondence between the traditional ethical ideology of harmony and the Five eternal doctrines and the profession morality of PR practitioners. Especially the basic way and main methods in constructing the profession morality of cultivation of moral character is emphasized. In the statement, this part puts forward that research of profession morality of Chinese PR must connect national condition of China and cultural background, and it must explore tradition, sublimate realities, which can give distinctive feature to Chinese PR and thus realistic significance is obtained,...