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Journal of Undergraduate Research

Keywords

public relation practices, conflicting loyalties, private loyalty, public loyalty

College

Fine Arts and Communications

Department

Communications

Abstract

For my ORCA project I was attempting to determine how conflicts of loyalty were addressed in modern public relations practices. From previous research I had determined that there were no clear cut guidelines for public relations practitioners to use when evaluating and deciding between two conflicting loyalties. This lack of clear guidance is particularly problematic when a practitioner is trying to decide between loyalty to the company and loyalty to the public. My research topic, therefore, was to try and create public relations practitioners could use when trying to address conflicting loyalties. I theorized that currently loyalty was more often given to the public but that the best way to address conflicting loyalties was for primary loyalty to be to personal values and to only work for a company that supports those personal values.

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