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Public Relations Ethics Lectures in the course: MS NKOHLA AND MR MAPHANGA Important questions we need to answer 1) What are public relations? 2) What is ethics? 1) Public relations Public= refers to people in community or society Society includes; consumers, buyers, sellers, competitors, shareholders, businesses, government, producers etc. All these groups of people called stakeholders. Stakeholders- directly or indirectly affected by the actions of company Relations = connections : verbal or non verbal, From public relations view, relation/connection between company and stakeholders This means communication important foundation for Public relations. Will look at communication theory, Communication theory refers to the transferring of information from one person to another , or group of people to another group of people. Butterick refers to the transfer of information from the sender to the receiver. Harlow also gives definition that relates to communication, Mentions “establish mutual lines of communication” Further say public relations uses good communication as its “principal tools”. Grunig and Hunt state public relations is the “management of communication between an organisation and its publics” Communication is important aspect of public relations, captures following keywords according to Wilcox and Cameron (2012:8) : Deliberate- communication for purpose, such as providing information Planned- PR is well thought out, research done, problems solved Performance- in order for PR to be effective, needs policies cater to public needs. Public interest-PR should consider the needs of both parties involved. E.g: organisation and public Two way communication-involves giver of information and receiver of information receiver must be given place to engage with information they receive. Management function- top management needs to play role in managing conflict, managing relations that corporation has with public etc.