Abstract
This study examines the impact of public relations (PR) ethics on media communications in
South East Nigeria, with particular emphasis on news content, advertisements, and general
media communications. Ethical practices in public relations play a crucial role in shaping
media narratives, enhancing credibility, and fostering public trust. The study specifically
evaluates the effect of ethical PR practices on the content of news, advertisements, and media
communications, as well as examines their impact on the credibility and trustworthiness of
media outputs in the region. The scope of the study is limited to the local media environment
in South East Nigeria, focusing on how ethical standards such as transparency, accuracy,
fairness, and social responsibility influence media communication practices. The study
adopted a survey research design, with a total population of 12,250 media and public
relations practitioners in South East Nigeria. A sample size of 378 respondents was
determined using the Yamane sampling technique, out of which 342 valid questionnaires
were returned and analyzed. Data collected were analyzed using the Ordinary Least Squares
(OLS) regression model to determine the relationship between ethical public relations
practices and media communication outcomes. Findings from the study reveal that ethical
public relations practices have a significant positive effect on the content and quality of news,
advertisements, and media communications. The results further indicate that ethical PR
practices significantly improve the credibility and trustworthiness of media communications
in South East Nigeria. The study concludes that strict adherence to ethical standards in
public relations is essential for promoting responsible media communication and sustaining
public confidence in the media. Consequently, the study recommends stronger enforcement of
ethical guidelines and continuous professional training for public relations and media
practitioners to enhance ethical compliance and credibility within the media landscape ofSouth East Nigeria