Hope, EwaAdamus-Matuszyńska, Anna2019-09-252019-09-252013-01-042012http://hdl.handle.net/20.500.12424/188720The central purpose of this article is to provide an overview of ethics in public relations practice in Poland. The authors examine the cases that were under consideration of Polish Public Relations Ethics Council (PREC) which has functioned since 2006. Definitions are provided and debated within the field of analysis. The authors present the current state of public relations practice in Poland to formulate conclusions about the ethical level of PR specialists. The implications for practitioners are discussed, including the research showing that a strong sense of ethics is crucial for public relations professionals. Recommendations for public relations practitioners are made. The authors refer to the general theory of ethics and the excellence theory by James E. Grunig. 18 case studies of ethical dilemmas and opinions about them presented by Public Relations Ethics Council have been examined.To examine the issues, the authors ask the following research questions: RQ1: What are the ethical dilemmas of the current public relations practice? RQ2: How does PREC solve ethical dilemmas of the considered cases? RQ3: What are the causes of ethical problems analyzed by the Council? RQ4: What are the consequences of statements made by the Council due to these cases? To answer RQ1, the authors refer to the theory of ethics and theory of public relations, especially to the theory of public relations excellence by James E. Grunig and in such a way they create an ethical framework appropriate for the analysis of ethical dilemmas in PR. To answer RQ2, the authors used qualitative thematic analysis of the 12 opinions to make general conclusions about the judgements made by the PREC. To answer RQ3 and RQ4, the authors used the thematic analysis of cases to point out the most important causes and consequences of ethical dilemmas in public relations. According to the examination, one may point that there are a variety of ethical dilemmas in the contemporary public relations. The most important root of ethical problems is the instrumental perception of public relations profession. Its practitioners understand PR as a means of making profits, merely as activities which may help to build mutually beneficial relationships between an organisation and its stakeholders. Such an approach to PR generates negative phenomena inside an organisation and outside - in the society. It also undermines democracy in the free market economy, has an impact on public relations education, and last but not least, contributes to the pejorative perception of public relations profession. The authors’ scrutiny of the analysed cases and verdicts made by the PREC would reinforce the ethical practice. They also tried to outline guidance for further work of the PREC as well as for public relations practitioners.engWith permission of the license/copyright holderethics, public relations, Poland, dilemmasCultural ethicsMedia/communication/information ethicsCommunity ethicsLifestyle ethicsConference proceedings