Abstract
This study explores a series of scientific research on public relations ethics to identify the role of the models of public relations in building ethical identity. Models of public relations are able to explain the negative image of this profession, synonymous with lies, manipulation, deception, and are responsible for dividing the ethical identity of public relations practitioners into two competing paradigms: the advocate, which puts the organization’s interests of above those of the public and, respectively, the guardian of the management of the organization, who finds a wise balance between loyalties to the organization and to the public in accordance with the highest ethical standards of dialogue.
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