| Summary: | The new communication dynamics brought forth by the social Web are thought to affect public relations in such a way that they would transform to adopt more ethical, dialogical and symetric models of practice. A litterature review rather shows an ambivalence, a tension between these ethical models and the strategic logic that is practiced online. First, a theoretical exploration of the ethics of persuasion and debates inherited from the rhetorical tradition allows us to examine the terms of this tension, which appears to be constitutive of public relations. Approaches to public relations inspired by the « new rhetorics » then take us to adopt another point of view on public relations ethics. Thus, we can consider that the social issues related how ethics and norms of communication that are put to practice online contribute to the construction of what counts as « good communication » in our societies.
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