Radical research as research at the roots: Practitioner self-image, public relations and ethics

Abstract

Semantically, radical derives from ‘radix’, the Latin for root. This paper argues that little public relations research goes back to the roots of actual practice and addresses this neglect through a project focusing on practitioner accounts of their work. When considering public relations ethics, practitioner self-images and cultural values become an essential research component. In addressing this neglected area of research, this paper examines the subjective perceptions of public relations practitioners regarding their role, commitments, and responsibilities within the framework of their specific culture and national history. In considering practitioner testimonials about professional integrity, briefs, and goals, especially as members of the society and nation to which they belong, the paper engages with ethical aspects of the practice from a cultural perspective that assumes different cultures can have different ethical expectations. In revealing the impact of features that are often ‘taken for granted’ in one country, the paper uses the example of four generations of practitioners who served one major institution in Israel to suggest how similar research at the professional roots in other nations might enable knowledge of international similarities and difference in relation to ethics in action.