社群公關倫理的理論與實踐

Abstract

專業倫理是公關學門中具有學理與實踐價值的研究主題，也隨著社群媒體的出現，值得開展更多的討論。現今公關實務包含經營社群平臺與網路聲量等工作，新媒體促成了產業轉型的同時也帶來了爭議，倫理的討論亦更形重要。過往相關文獻較多為哲學性的論述與個案分析，因此本研究希望透過問卷資料的蒐集，從實務人員的觀點探討社群媒體所衍生的專業倫理議題。調查結果中，受訪者認為社群公關實務中隱私權、企業保密、訊息真實性，以及法律規範為重要議題，約半數受訪者表示組織有公關專業倫理相關守則，約三分之一表示有新媒體相關守則，但對於倫理規範的實用性則大多抱持保留的態度，本文最末則根據研究發現探討可延伸之學理觀點，以及實務應用的意涵。

Ethics is an important topic in the field of public relations as it encompasses value both for theoretical development and practical implications. With the advent of social media, the relevant ethical issues are in need for more exploration. Today`s public relations work may involve management of social media platforms and online buzz, showing that new media has brought forth changes in the industry. Meanwhile, some controversial practices, however, also urge us to pay even more attention to the issue of ethics. Past literature on public relations ethics have been rather limited to philosophical discussions and case analyses. Thus, the current study was aimed to understand the views of public relations practitioners with a survey. The findings indicated that the issues of privacy, confidentiality, and truthfulness, as well as legal regulations were considered as the most critical. About half of the respondents reported their organizations have codes of PR ethics, and about one-third, guidelines for new media. The data also show reserved attitude toward whether codes of ethics may be useful for making decisions under various circumstances. Based on the findings, the implications for future research and challenges for ethics management in practice were discussed.