企业公共关系伦理资本建构:真实与价值

The Construction about the Ethical Capital of the Corporate Public Relations: The Fact and the Value

全球经济一体化背景下,企业公共关系面临着"功利-道德"与"自身利益-他者利益"的冲突与困境,企业公共关系的伦理危机已然全面爆发。基于对当前企业公关伦理研究局限与现实困境的阐述,本文首先分析了公关伦理的经济价值与企业资本的伦理效应,以探讨公关伦理与企业资本相结合的必然与应然;其次通过对国内外伦理资本相关研究的梳理,以明确公关伦理资本的内涵界定与个性特性;最后尝试建立囊括"以诚信为基础的真实"与"以和谐为目标的价值"的企业公关伦理资本,为企业公共关系的伦理实践提供借鉴。

Under the global economic integration, the corporate public relations are confronted with the conflicts and dilemmas of 'utilitarianism-morality' and 'self-interest-other interests', and the ethical crisis of corporate public relations is already in full outbreak. Based on the elaborated of the corporate public relations ethics study limitations and real dilemma, this paper analyzed the economic value of the public relations ethics and the ethical effect of corporate capital, and explored the necessity and inevitability of combining public relations ethics and corporate capital. With the help of concluding the research of ethical capital in recent years, this paper clarified the connotation and characteristics of public relations ethical capital. At last, this paper also tried to build an enterprise public relations ethical capital that includes the 'honesty based on truth' and 'the value of harmony as the goal' to guide the practice of public relations.