Abstract

This study examines how sociocultural factors influence the ethical practices of public relations (PR) practitioners in Ghana, addressing the dominance of a Western-centered perspective in PR ethics by offering a uniquely African perspective. Using a qualitative case study with purposefully selected practitioners, this research investigates how professionals navigate ethical issues within Ghana’s cultural context and organizational requirements. The results revealed three main insights. First, ethical loyalties differ: while some practitioners prioritize personal values, others show stronger allegiance to their organizations, a trait influenced by high power distance and collectivist cultural norms. Second, practitioners uphold universal principles such as honesty, integrity, and transparency while adapting them to local cultural expectations. Third, traditional and religious institutions significantly influence ethical decision-making, highlighting the importance of communal values and relationships. These dynamics reflect the impact of the ubuntu philosophy and the personal influence model, illustrating how PR ethics are reshaped through culturally rooted practices. By emphasizing Ghana’s cultural realities, this study contributes to the decolonization of PR ethics and offers insights into more culturally responsive and contextually relevant approaches to theory and practice.