Introduction

Ethics play a central role in public relations (PR) practice, influencing everything from media relations to crisis management and brand communication. The decisions PR professionals make can significantly impact their organization’s reputation, relationships with stakeholders, and public trust. As the PR landscape continues to evolve with new technologies, social media, and increased scrutiny from the public, it is essential for PR professionals to understand the ethical dilemmas they may face and how to navigate them.

This 5-day training course will explore the principles and practices of ethical decision-making in PR. Participants will learn how to assess ethical dilemmas, apply ethical theories and frameworks, and develop strategies for making sound ethical decisions in various PR situations. Through real-world case studies, interactive activities, and discussions, this course will help participants build the critical thinking skills necessary to make ethical choices and manage the reputational risks associated with unethical decisions.

Course Objectives

• Understand the core principles of ethics and their relevance to public relations.
• Learn to identify and address ethical dilemmas in PR practice.
• Develop the ability to apply ethical decision-making frameworks to real-world PR situations.
• Explore the role of transparency, honesty, and integrity in maintaining public trust.
• Gain practical skills for managing ethical issues in media relations, social media, crisis communication, and branding.
• Explore the ethical implications of emerging technologies and trends in PR.

Who Should Attend?

• Public Relations Professionals seeking to deepen their understanding of ethical decision-making in PR practice.
• Corporate Communications Managers who need to ensure their teams adhere to ethical guidelines while managing public perception.
• Marketing and Social Media Managers responsible for maintaining a brand’s integrity across platforms.
• Crisis Communication Experts handling ethical challenges during corporate or media crises.
• PR Consultants and Advisors providing guidance to organizations on ethical communication strategies.
• Ethics Committees and Legal Advisors supporting PR teams in maintaining ethical standards and compliance.

Course Outline

Day 1: Introduction to Ethics in Public Relations

• Morning Session: Defining Ethics in PR

  • What is Ethics?
  • The Role of Ethics in Public Relations
  • Core Ethical Principles: Honesty, Integrity, Transparency, Accountability
  • Why Ethical Decision-Making is Essential in PR Practice
  • Case Study: Ethical PR Failures and Their Consequences

• Afternoon Session: Ethical Decision-Making Frameworks

  • Overview of Ethical Theories: Deontological, Teleological, Virtue Ethics, and Relativism
  • Applying Ethical Frameworks to PR Scenarios
  • The Role of Ethical Codes in PR: PRSA Code of Ethics and Other Guidelines
  • Hands-On Activity: Analyzing Ethical Dilemmas Using Different Ethical Theories

Day 2: Identifying Ethical Issues in PR

• Morning Session: Common Ethical Dilemmas in PR Practice

  • Dealing with Misinformation and Disinformation
  • Managing Conflicts of Interest
  • Transparency in Corporate Messaging
  • Ethical Challenges in Social Media and Influencer Marketing
  • Case Study: Dealing with a Crisis Caused by Ethical Lapses

• Afternoon Session: Ethical Issues in Media Relations

  • Managing Relationships with Journalists: Ethics of Offering Exclusives, Paid Media, and Spin
  • Disclosure and Transparency in Media Coverage
  • Press Releases: Ethical Considerations and Responsibility for Accuracy
  • Hands-On Activity: Identifying Ethical Issues in Media Relations Scenarios

Day 3: Ethics in Social Media and Digital Communication

• Morning Session: Ethical Challenges in Social Media PR

  • The Role of Social Media in Shaping Public Opinion
  • Managing Reputation Online: Ethical Challenges in Social Media Communication
  • Addressing Misinformation and Fake News
  • Influencers and Sponsored Content: Ethical Considerations
  • Case Study: Social Media Scandals and Their Impact on Brands

• Afternoon Session: Emerging Digital Technologies and Ethical Considerations

  • Ethical Implications of AI, Chatbots, and Automation in PR
  • The Ethics of Data Privacy and Targeted Advertising
  • Using Social Media Analytics Responsibly
  • Hands-On Activity: Developing Ethical Social Media Strategies

Day 4: Crisis Communication and Ethical Decision-Making

• Morning Session: Ethics in Crisis Communication

  • The Role of Ethics in Managing Public Crises
  • Balancing Honesty and Transparency with Organizational Interests During a Crisis
  • The Ethical Risks of Spin, Denial, and Deception in Crisis Situations
  • Case Study: Crisis Management and Ethical Failures in PR

• Afternoon Session: Building an Ethical Crisis Communication Strategy

  • Creating an Ethical Crisis Communication Plan
  • Addressing Stakeholder Concerns Responsibly During a Crisis
  • Best Practices for Ethical Decision-Making During a Crisis
  • Group Exercise: Developing an Ethical Response to a Crisis Scenario

Day 5: Applying Ethical Decision-Making in Real-World PR Situations

• Morning Session: Case Studies and Real-World Application

  • Analyzing Ethical Dilemmas in PR Campaigns
  • The Impact of Ethical and Unethical Decisions on Brand Reputation
  • Best Practices for Ethical Decision-Making in PR Campaigns
  • Group Discussion: Ethical Dilemmas in PR Today

• Afternoon Session: Navigating Complex Ethical Situations

  • Balancing Competing Interests: Clients, Stakeholders, and the Public
  • Managing Personal and Organizational Ethics in PR
  • Developing a Personal Ethical Framework for PR Practice
  • Final Activity: Group Exercise and Presentation on an Ethical PR Challenge

• Wrap-Up and Certification

  • Recap of Key Learning Outcomes
  • Final Q&A Session and Expert Panel Discussion
  • Certification of Completion

Course Delivery Method

• Interactive Lectures covering ethical theories, principles, and real-world PR applications.
• Case Studies and Group Discussions focusing on ethical challenges in media relations, crisis communication, and social media.
• Hands-On Activities to practice ethical decision-making and develop strategies for PR campaigns.
• Group Exercises simulating real-world ethical dilemmas and the creation of ethical responses.
• Expert Panel Discussions with industry professionals on navigating complex ethical situations in PR.

Materials and Resources Provided

• Ethical Decision-Making in PR Workbook with Case Studies, Ethical Frameworks, and Templates
• Access to Articles, Legal Texts, and Resources on PR Ethics
• Sample Crisis Communication Plans, Ethical Guidelines, and Social Media Strategies
• Certificate of Completion