The paper attempts to outline the actual academic debates around the concept of PR ethics. The first part aims to show the intimate link between professionalism and ethics as well as their bearing on the reputation of the PR field. Whether and how ethical public relations are possible is the main issue analyzed in the second part of the article. The two paradigms of public relations, “the attorney-adversary system” and “the two-way symmetrical model”, are put face to face in order (...) to better understand the arguments of their proponents as to the way of approaching to the ethical matters. A main concern of the third part is to answer the question if something is wrong with situational ethics. The problem is approached in the light of virtue ethics, which is itself situational in Aristotel’s sense of the term. In the final part, the paper suggests the possibility to use W. D. Ross’s pluralist deontology as a conceptual structure from which to build a practical model for the analysis of moral dilemmas in the PR practice. (shrink)