Government Public Relations To Build The Ethical Dimension

Governmental public relation is a public and social relation established through mutual dissemination and interaction between government and the public, which can be classified into four types such as subject-based governmental public relation, object-based governmental public relation, and function-based governmental public relation and phased governmental public relation according to its different components. As a specific management activity, governmental public relation aims to build a favorable governmental image and obtain the understanding, trust and support from the mass. As a specific social relation, also a special form moral relation, its building not only follows certain moral code, but also has some ethical inclination. Therefore, it is characterized with some ethical features.The building up of favorable governmental public relation lies in good performance of government's implementing moral duties or moral basis displayed as excellent behavior; on the other hand, it also entails operating in the principle of professional public relation code. The professional moral code of public relation mainly embodies as respect for the mass, trustworthiness, truth-orientation etc. or regulative requirements contained in moral code.Viewing our governmental public relation from the perspective of moral, conspicuous moral absence can be found. Such absence is not only demonstrated on the level of governmental administrative and moral construction, but also on the level of public relation professional and moral construction, such as the lack of public relation trustworthiness, absence of respect for the public awareness etc. To eliminate the moral absence of governmental public relation and to establish favorable governmental public relation, it is necessary to strengthen governmental administrative moral construction and public relation professional moral construction. Such moral construction should be focused on self-discipline of governmental public relation subject and the consolidation of public inclination of governmental public relation.