| dc.description.abstract | The development of this research work has as main objective the development of an ethics manual for the fulfillment of Public Relations in Cuenca city, thus contributing to obtaining a high level of professionalism in the public relations specialists in both public institutions private.
Therefore, this monograph has been structured considering first the origin of public relations, its most important definitions, concepts generated from the diverse perspectives of notable authors, and the evolution that has taken; global, Latin-American , Ecuadorian, and local level.
It has also been considered; the history, impact and challenges that the public relations specialist should face in both nationally and in the city, thereby identifying substantial progress in the implementation of the Public Relations within the organizational structure of institutions in Ecuador.
Finally, it developed an approach to the view of some professionals, graduates and students of Public Relations, this in order to identify the main opinions on the formulation of the ethic's manual, suggestions against the pillars on which this manual is based, and the ways in which it should make accomplish the mentioned proposal. To further capture those opinions in this research work. | |
