Conceptualizing ethical knowledge and knowledge transfer in public relations

In a survey with 350 public relation practitioners, this study examined practitioners' conceptualizations of ethical knowledge and ethical training through a knowledge management framework. The findings show that practitioners characterized ethical knowledge as a form of tacit knowledge that is personal in nature. However, ethical knowledge in public relations is tacit only to the extent that it is a personal body of knowledge grounded in individual actions and experiences. As a professional construct, ethical knowledge in public relations is explicit in that it is a tangible form of knowledge that could be communicated and shared in the workplace. (C) 2010 Elsevier Inc. All rights reserved.