This webinar gives a brief and practical introduction to the key ethical issues which you are likely to focus on at different stages of your career development – Media Relations; the PR campaign planning process; and advising top management on future best practice – and the ethical principles you will need to know to identify and address them. These 3 areas also reflect the areas of PR ethics required in the CIPR Foundation, Certificate and Diploma qualifications.
Why Ethics?
Ethics is a key issue for Public Relations for a number of reasons. The way in which we advise and carry out communications for an organisation has a huge potential impact on corporate reputation, as well as our own and the PR profession’s.
Professional bodies such as the Chartered Institute of Public Relations and PR Consultants Association recognise this and provide Codes of Practice and further guidance on ethics. The CIPR takes this further in specifying that its members need to have not only Technical Competence (the skills and knowledge needed to work in PR) but also Ethical Competence – the ability to apply these in a way that complies with professional ethics. In this session we will look at what this means at different stages on your PR career path.
This short and practical webinar covers:
- A quick introduction to basic ethical principles using the new ‘6Ps’ model
- How these ethical principles can be applied to Public Relations practice
- Ethical considerations in different types of communication – what makes them good or bad?
- Ethics and Media Relations
- Ethics in PR campaign planning and evaluation
- Ethics in leadership – making difficult ethical decisions and advising top management.
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