Resumen de The changing blogosphere and its impact on public relations practice and professional ethics: The Israeli case

Tamar Lahav, Osnat Roth-Cohen

• Abstract The present study is drawing a comprehensive overview of the Israeli blogosphere, its impact on PR practitioner work, and the professional ethics implications of the tightening relationships between PR practitioners and bloggers. The findings illustrate a unique pattern according to which bloggers willingly accept PR involvement in their content creation. This phenomenon raises ethical questions since bloggers’ decisions to accept compensation may impact the trust that consumers have in reviews at blogs.