Ethics and legal requirements are areas in which a public relations practitioner should tread carefully, to avoid unneccesary trouble. I think the key points to remember from this week's readings are that laws and ethical issues are important to keep in mind in public relations practice, and that they can also be harnessed to protect and add value to the profession.
Some laws, such as the Copyright Act, can be used to protect the intellectual rights of our work material, such as press releases and logos. Conversely, I am also reminded that public rights practitioners must be careful not to plagiarise, and always take pains to acknowledge and obtain permission from our information sources. This, I feel, is imperative in today's litigious and trigger-happy environment. By the same token, public relations practitioners must also be aware of the increased public awareness of their rights, and be sure to adhere to their professional association's code and code of conduct. To do all this, they must have a comprehensive understanding of the various laws and public policies in place today. A useful tool we can use when caught in an ethical dilemma is the Potter Box, which can assist us in identifying the situation, values, principles and loyalties. Other important points to note include the need to be truthful in everyday work, and to take into account the cultural values and beliefs of our publics. This is important in light of the global nature of business and communication today, where one might be posted to work in an unfamiliar country and environment.
The readings made me think more about public relations theory and practice in that concrete steps should be taken to address these legal and ethical issues. An organisation should always consult an experienced legal advisor when formulating public relations strategies, to ensure that they stay in line with existing laws and guidelines in the industry. In addition, public relations practitioners would do well to develop a legal strategy and best practices that suit their specific situation, with the help of the ten-point strategic plan discussed in last week's entry. The increased importance on ethics also seem to me to represent a shift in paradigm for public relations practice. It might be interesting to note that with the increased focus on ethical principles in the workforce, public relations has moved towards adopting a more open and inclusive mode of communication, in line with Grunig and Hunt's two-way symmetric model. Ethical considerations have also allowed public relations practitioners to take on other roles as well, such as serving as the corporate conscience and watchdog for an organisation. In addition, public relations practitioners can exploit the current public need for transparency and accountability by promoting their organisation as an ethical and socially responsible one. By showing their publics that they are law-abiding and socially responsible, practitioners can improve the image and professionalism of the public relations industry, a win-win situation for all.
2 comments:
"...take into account the cultural values and beliefs of our publics. This is important in light of the global nature of business and communication today, where one might be posted to work in an unfamiliar country and environment.
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I appreciate you pointing out the abovementioned point. With globalisation and the world being a smaller place, it is not uncommon for PR practitioners to have to work across international boundaries.
I agree that it is crucial for PR practitioners to be sensitive to the culture and values of other nationalities in order for communication to be effective and minimise misunderstanding.
This will prepare them for culture shock and subsequently help them in their work.
Dear Marilyn,
I'm glad you agree with me about my point on being considerate and mindful of the cultural norms of a working environment. Public relations is about relationships with people, after all, and I think that being tactful and respectful of traditions are important interpersonal skills that a public relations practitioner should possess.
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