This paper describes a research project that involved an in‐depth investigation into freelancing in the public relations industry with data collected from both freelancers and their employers. The analysis of these data highlighted the complexity of issues for those working in and employing...

1. Messy ethics : an introduction -- 2. What's wrong with public relations ethics? -- 3. Trust me, I'm a professional -- 4. To serve society -- 5. Does public relations have professional ethics? -- 6. Into the psyche -- 7. Towards a Jungian ethic -- 8. Re-imagining professional ethics -- 9. The...