Week 6

Law and ethics.
PR-actitioners, as anyone else who works in communicating through mass media to large audiences, must remember their particular responsibility to respect the reputations of others, and the intellectual property of others. This means giving credit for the use of any material created by others, not denigrating competitors or misrepresenting or tarnishing the image of individuals or organisations. Not only are there stringent laws to punish anyone guilty of slander or defamation, but it is also unprofessional and specifically prohibited by the PRIA code of ethics. A good PR-actitioner, whether representing a client or applying to a prospective employer, should be able to stand on their merits without resort to malicious or untruthful conduct or comments about others. Copyright, patents, institutional protocol regarding plagiarism are also stringently enforced, when the creative property of others is appropriated as one's own without acknowledgement or compensation [eg royalties] where necessary. Despite the pervasive nature of technological innovation and changing media landscapes, ultimately it is still the originators who retain the rights to their work.
As with any business, PR-actitioners are legally obliged to honour contracts, provide services within agreed periods and to client's specifications, and at prearrranged prices which cannot be altered without the consent of both parties. PR-actitioners must trade fairly and honestly with others, charge only for services rendered, and not mislead or deceive, or otherwise take part in unethical behaviour. Employers have legal obligations to workers, in terms of hiring practices and 'duty of care', and simple workplace safety. Ethical conduct is essential to good business dealings, ad it extends beyond the letter of the law to notions of 'good faith' and is a prerequisite to membership of PRIA, and is good for the resulting 'goodwill ambassadors' it can create.
I have learned that PR work is governed and regulated like any business, bound to observe simple tenets of fairness and honesty. Basically, don't make promises you can't keep, honour existing arrangements meticulously, and in all decisions and actions, each individual must weigh up the demands of their job with those of their conscience.