Download Public Relations Ethics - University of Zululand

yes no Was this document useful for you?
   Thank you for your participation!

* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project

Document related concepts
no text concepts found
Public Relations Ethics
Lectures in the course:
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 includes; consumers, buyers, sellers,
competitors, shareholders, businesses,
government, producers etc.
 All these groups of people called
 Stakeholders- directly or indirectly affected
by the actions of company
 Relations = connections : verbal or non
 From public relations view,
relation/connection between company and
 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
 Mentions “establish mutual lines of
 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
 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.