Abstract: The subject of the study is the importance of Confucian ethics of virtues for public relations. The authors consider the history of the study of the ethics of virtues as explaining the ethics of PR theory. It is stated that the study of the role of Confucian teaching for modern market relations has been actively conducted over the past decades both in China and in a number of other countries, but the ratio of Confucian virtues and PR principles has not yet become the subject of special research. The aim of the work is to provide theoretical support for the development of more effective communication strategies. A comparative study of the "five constants" (benevolence, righteousness, decency, wisdom and trust) is being conducted classical Chinese Confucian philosophy and modern ethical principles expressed in PR practices. After the reconstruction of the content of each of the five virtues, its manifestation in communicative business practices should be considered. The authors have demonstrated that Confucian virtues contribute to the harmonization of public communications, improve the image and reputation of companies, and ultimately increase their capitalization. In conclusion, the authors point out the positive and negative importance of Confucian philosophy for the development of public relations. In particular, it is noted that the radical opposition of kindness to benefit prevents the spread of market relations, and the emphasis on personal relationships does not contribute to institutional order. Nevertheless, the authors believe that the study of the ethical teachings of Confucianism contributes to better intercultural interaction with representatives of East Asian cultures, and following this teaching in general can contribute to the harmonization of public communications and increase the moral status of public relations on a global scale.