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The central content of this research report covers executive authorities, public relations (PR) and ethics. It links these topics and enables the products of PR-Ethics and the public relations work of executive authorities to be identified. The main research subject lies in a combination of these products: the ethics of public relations work by executive authorities.
PR-Ethics is not regarded as being contrary to state public relations work; it is seen as a compass which can help to give direction to the governmental PR-work in the event of any conflict of interests. The aim of the study is to investigate the significance of this compass for public relations work by executive authorities. In particular, it aims to explain the possibilities which PR-Ethics offer to legitimate the level of transparency in the work of public authorities. To achieve this, the study points out the functions of PR-Ethics for public authorities and their target groups.
Interviews with experts are conducted to examine empirically the extent to which the observed functions are feasible for the public relations work of the public authorities. An evaluation of the content of the interviews basically leads to the conclusion that PR-Ethics are mainly important as a background feature of the governmental public relations work and that the task of mediation is part of a whole composition of functions of the PR-Ethics of public authorities.