PROFESSIONAL ETHICS OF PUBLIC RELATIONS PRACTITIONERS IN THE CONTEXT OF DIGITALIZATION.

In the ever-evolving landscape of public relations (PR), the significance of professional ethics has become increasingly pronounced, particularly in the digital age. This article embarks on a journey to synthesize the dynamic evolution of professional ethics in public relations and underscores the pressing need for its application in contemporary communication landscapes. Exploring the core values and principles that underpin ethical practices, the study extends to the alignment of these principles with fundamental human rights. A focal point of this article is an examination of the findings derived from research conducted among Armenian public relations practitioners, offering valuable insights into the challenges posed by the digital age. In this era of rapid digitalization, the traditional ethical codes that once governed the realm of public relations are facing unprecedented challenges. The classic ethical standards, while foundational, are now confronted with a shifting landscape shaped by the proliferation of social networks and online communication platforms. This article scrutinizes the practitioners' perspectives on the development of ethical standards, exploring questions of geographical and contextual relevance in the face of technological advancements. As the digital age transforms the dynamics of communication, the limitations of traditional PR ethics become increasingly apparent. The discussion highlights the intricacies of professional ethics within the realm of social networks, shedding light on the nuanced ethical considerations that emerge in this digitalized era. Amidst this exploration, a crucial issue emerges - the imperative for the preservation of ethical standards in public relations. The article contends that the challenges posed by digitalization necessitate a revision of the conventional PR ethical code. While the foundations remain relevant, there is a pressing need for an updated ethical framework that can effectively navigate the complex ethical terrain presented by social networks and digital communication channels. In conclusion, the article endeavors to provide a comprehensive understanding of the evolution of professional ethics in public relations, emphasizing the transformative impact of digitalization. By examining the standpoints of Armenian public relations practitioners, it sheds light on the challenges faced in this digital age and advocates for a proactive approach to adapt and enhance ethical standards in response to the dynamic communication landscape.