Unit 8: Ethical Issues in Public Relations
The public relations professional is frequently the conscience of a company, not only by representing the organization's interests to the public, but also by conveying the public's interests back to the company. PR people are often put on the spot – if not to determine the morality of a course, at least to help envision the fallout. Fortunately, there are valuable touchstone tools for finding our way. We might also remember that public relations is a two way street: not only do we represent our organization to the public, but we must also present the opinions of the public back to our organization. We should help our colleagues understand how the public perceives our actions.
Completing this unit should take you approximately 5 hours.