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By parm maan

Patricia Orantes Alarcon
(email protected)

At the beginning of the former Inter-American Federation of Public Relations Associations (Fiarp) (which would become Confiarp in 1985), its Declaration of Principles in 1960 took on clear deontological features, stating, among other things, that to achieve its goal; With high goals, Fiarp exerts its efforts so that the institutions and people associated with the profession fulfill their obligations within a wider scope of social function that corresponds to them as active members of the community in which they operate (Barquero, 2010).

A high technical level requirement that is updated through the constant assimilation of advanced technological investments.

Confiarp's deontological contribution begins with the declaration of principles and then establishes the relevant rules of ethics. In this order of things, it is clear that no body of knowledge can be activated without reference to a certain ethical framework predetermined by the goals of the profession.

Likewise, its implementation must be subject to a full awareness of its limitations, its obligations, and the fundamental values ​​inherent in all human beings only under such conditions.

Therefore, public relations must be based on the ethics of the professionals who engage in it.

The general systems paradigm is based on a whole in which elements fulfill roles that allow them to relate to each other in an entropic manner and to other subsystems.

However, the analysis of the phenomena of public communication has not made significant progress in the construction of a paradigm, which means a clear and accurate and even more complete description in the specific field of public relations.

The above has its explanation in the dispersion of the topic to be discussed, which guides with precision (Xifra, 2003) to determine the object of study, which is composed of unique analysis frameworks that realize that public relations has a highly developed practice based on answers that require direct empirical evidence, which are aimed at creating strategies for solving specific problems according to certain goals or objectives, in principle a conclusion that seeks to dominate the idea or to dominate some goals that correspond to certain interests of the implementers. the strategy or who is funding it.

It can be argued that public relations has difficulty becoming a paradigmatic corpus because, unlike the foundational sciences, which seek truth in order to verify and critique it, using the scientific method, these are practically a discipline; Rather, they seek economic, commercial, political, or whatever kind of gain they present as truth to spread it based on the interests of those who design the public relations strategy for specific and very specific purposes.

However, it is necessary to address the theoretical/practical task of public relations, trying to contribute to a paradigmatic discussion that will manage to form a formal scientific discipline with explanatory scope that will allow the development of scientific theories of its phenomena. As for.

In all theoretical or empirical studies of reality analysis, General Systems Theory is based on the premise that social reality represents the characteristics of a system, to interpret and explain social phenomena through interconnectedness. makes them whole” (Xifra, 2003). From this approach, it becomes clear that public relations, based on its relational function, can be considered as a systemic mechanism.

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