Abstract
This article discusses professional responsibility in public relations activities in the development of communication strategies that involve the relationship with influencers. Shares part of the results of empirical research Grounded Theory ( PARAVENTI, 2020PARAVENTI, A. E. F. C. Relações Públicas, Ética e Relações de Poder: Um estudo Grounded Theory sobre danos e limites morais. Orientador, Luiz Alberto de Farias. Tese (Doutorado). São Paulo, 2020. ) on ethics in public relations and confronts them with the guidelines of the Conar Guide to Advertising by Influencers ( CONAR, 2021CONAR. Conselho Nacional de Autorregulamentação Publicitária. Guia Conar de Publicidade por Influenciadores . 2021. Disponível em: http://conar.org.br/pdf/CONAR_Guia-de-Publicidade-Influenciadores_2021-03-11.pdf. Acesso em: 20 fevereiro de 2021.
http://conar.org.br/pdf/CONAR_Guia-de-Pu...
). There is a demand to expand the professional and academic discussion about the effects of sponsored and conflicting influence on the public sphere.
Keywords:
Public relations; Communication; Influence; Professional ethics; Public opinion