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Abstract
This study was designed to determine universal ethical values by examining ethics codes of public relations firms in the United States and South Korea. The contents of 1, 969 ethical statements (1, 891 United States and 78 Korea) were reviewed. “Respect to clients” and “expertise” were the most frequently mentioned values, and “honesty” and “openness” were the ethical values least frequently mentioned in statements in both countries. Statements showed similar patterns in both countries, though they were more often aimed at promoting the agencies' services to attract future clients, rather than presenting legitimate ethical values.
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