Prakseologiczny paradoks piarowca w polskiej filii zagranicznego koncernu

The paper is focused on some structural paradoxes touching the functioning of the PR activity in companies called „PSFC” (this abbreviation means: the Polish Subsidiary of Foreign Corporation). Because of its dualistic contexts and difficulties with its own identity deeply divided into two different aspects, the PFZK’s communication and its public image tend to suffer from the incoherence and inconsistence. The solution proposed for this issue may consist on the special structure observed in some happy achievements. It is built with two simultaneous approaches: ethical and praxeological using both the idea of “good” as “morally convenient” and “profitable”.