Week five's readings

I think the key points to remember from this week’s readings were how public relations decisions are to be made in the context of the ‘legal environment’. It is important to note that tension exists between the legal and PR’s response to crises. Hoger and Swen (2000:3) categorise these differences into four areas: understanding of time and timing; traditions and strategies; audience relationships; and approaches to message construction.

With this in mind, it is important that PR practitioners take an active role in assessing and responding to legal risks. They must negotiate with lawyers on the strategies employed to minimise harm so that public relations outcomes will not be compromised.

The readings made me think more about public relations theory/practice in that ethical dilemmas for the PR practitioner can come in different forms namely, interpersonal, organisational, or stakeholder. An ethical dilemma exists when a practitioner is faced with having to make choices which may be equally justified.

An interpersonal ethical dilemma is one that occurs between a practitioner and peers or superior in the workplace. An organisation ethical dilemma is one that occurs between a practitioner and an organisation’s internal policies and protocols. Lastly, a stakeholder ethical dilemma is one that arise between an organisation and its publics.