This weeks readings are concerned with the legal and ethical framework within which the PR practitioner must always operate, and the challenges involved in maintaining these standards.
Chapter four of the Johnston Zawawi reading seeks to define the legal boundaries that must be observed by the PR practitioner, discusses the complexity of these and highlights the importance of good legal advice. A thorough understanding of the legal aspect of the industry including its risks, benefits, and issues assists in taking an active role in issues management and control.
Chapter five however turns to issues regarding the ethical framework that must guide the practice of PR people, and the various issues including interpersonal, stakeholder and organisational challenges. This readings have built upon my prevoius learning of PR, as in my annotated bibliography I spent a lot of time researching for my journal concerning ethics and was aware that there were numerous challenges facing practitioners, other than those detailed in my chosen journal but had not yet learnt all of these. This chapter will also be a big help in my preparation for the debate as my topic concerns ethics.
In summary, the key points I have learnt from this week’s reading are that there are numerous legal and ethical challenges facing PR practitioners and that ethics, legality, and professionalism are all linked, and must be looked at as such when dealing with these issues.
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