PR Ethics in Online Crisis Communication Management Using Social Networks

Mariya Nikolova

University of National and World Economy


Abstract: This article discusses the impact of PR ethics on crisis communication management. An attempt to point out the increasing and fundamental need of PR Ethics in planning and managing online crisis communication is made. The author’s thesis is that an ethical approach in crisis communication is very important for organizational reputation to be preserved. The research encompasses two case studies: Google vs. Facebook (2011) and the so-called NAPleaks (2019). The case studies highlight the importance of professional ethics in the public and media representation of PR professionals, managers and leaders of organizations. Professional ethics also has an impact on the communication strategy that organizations choose in times of crises. At the end of the article, some topics for discussion and future research are outlined, such as: the ethical dimensions of crisis communication in social media, the ethical principles in establishing relationships with journalists and online opinion leaders, the need for actualization of professional associations’ codes of conducts.

Keywords: PR Ethics, Crisis Communication, PR experts Code of Conduct, Ethics in Social Media.

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