Week 6
I think the key points to remember from this week's readings were that when representing a client or company it is important to be well informed about the legal processes and laws. This should either be through consultation with lawyers or through a thorough knowledge of legal documents. Somewhat like all media officers, public relation practitioners have to be considerate of what they say and do. I found that this weeks readings have concisely summarised what second year students will learn in the second year course media law and ethics, but is directed more so at public relations.
Chapter 4 in Johnston and Zawawi (2004) deals with defamation law and how even the slightest reference to a person or company in bad light may ultimately taint a professional or personal reputation. Other aspects of the law which may also affect public relations practice are property laws and contract laws.
In Johnston & Zawawi (2004), Clark, Cho and Hoyle (2000, 240) state that knowledge of intellectual property law has become “a prerequisite for anyone doing business in what has become known as the information age”. Whereas, Johnston and Zawawi (2004) also stress the validity of contract laws in the public relations sector due to the large clientele and growing state of the market.
Chapter 5, highlights the importance of ethical practice in the public relations industry and how taking the ethical and moral high ground can benefit your company and your career. In the changing technological climate it is hard to find truth within the loads of information which we are bombarded with every day. This chapter stresses that public relations practitioners need to balance being able to provide a positive view of a company or client, with their wider social responsibility of providing its publics with truthful information.
The readings made me think more about public relations theory/practice in that they offered us as students the legal background of what we have to be considerate of when we go out into the workforce. They outline that there is legal and ethical implications for improper practice and that the ramifications for disregarding these laws are detrimental to your career and for your client. These laws also try and dispel the common perception that as pr people we are ‘spin doctors’, by demonstrating what we as practitioners legally and ethically are bound to.
1 comment:
Dear Rebecca Rabe,
First and foremost, i think I've solved your tonsillitis dilemma -- if your not a huge ice cream fan try boost juice-it's smooth and cold (not to mention delicious and nourishing) which may well help.
Regarding PR matters, i think your blog is great. It's well set out and easy to understand. I think it's a little scary that even the slightest reference to somebody in a bad light can be so damaging, particularly these days with everyone being so picky on how things come across.
However I've noticed your a slacker regarding week 7's blog -- a few too many drinks on the w/e? You'll have to take me to Singleton one day so i can drink you under the table -- you country girls aren't as tough as you say you are haha that's not a threat, it's a promise!
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