Ethical aspects in PR

obligatory courses

Students have basic and in-depth knowledge of public relations. What is more, they consider it necessary to learn and use in practice the principles of public relations ethics.

Blended learning
Classroom
Remote learning

The aim of the course is to present and discuss the most important legal and ethical issues in the public relations profession. It includes an analysis of the existing rules of professional and ethical conduct, as well as an assessment of their practical implementation. We discuss the problems related to legal restrictions in marketing communication, indicate the possibilities of acting in accordance with the law and the spirit of professionalism. During the course, various didactic methods will be used, such as: presentation and overview of cases, presentation, discussion.

The subject covers the most important issues in the field of PR ethics and professionalism. The principles of professional communication, industry codes of ethics, as well as practical problems on the borderline of ethics that public relations professionals have to deal with will be presented. Legal provisions relating to activities in the public relations industry will be subject to numerous in-depth analyses.

The item includes the following items:

• Analysis of public relations task spheres with particular emphasis on lobbying, sponsorship, relations with local communities, crisis management and the media.

• Moral implications resulting from the essence of PR (information, image, shape and opinion-forming versus truth, confidentiality, freedom, human dignity).

• Basic principles of ethics in public relations. The concept of ethical standards.

• PR industry and ethics. The Public Relations Ethics Council and its influence on establishing and enforcing ethical standards in Polish public relations. The Seven Deadly Sins of Polish PR.

• Codes of ethics and their creation. Organizational codes of conduct. The Code of Ethics of the Polish Public Relations Association and the Code of Good Practices of the Association of Public Relations Companies. International codes.

• Ethical standards and the practice of discredit.

• Legal standards and ethical standards in PR activities - mutual relations.

• Ethics in journalism. Media relations. Ethical aspects of information materials construction.

• Ethical programs in companies. The problem of fair competition. Institutions upholding ethical standards

professional.

• Analysis of legal issues related to the profession of a public relations specialist

• Analysis of cases of violations of legal provisions in marketing communication

• catalog of appropriate practices from the legal point of view

Student workload:

Seminar = 30 hours (15 hours per a lecturer)

Self-preparation for classes

½ hours week = 15 hours

Preparation for projects = 15 hours

Total = 60 hours

KNOWLEDGE

1. knows the Code of Ethics of the Polish Public Relations Association

2. knows the Code of Good Practice of the Polish Social Fund

3. knows the Main Sins of Polish PR - a document of the PR Ethics Council

4. knows the decisions and opinions of the PR Ethics Council

5. knows the legal regulations applicable in marketing communication

SKILLS

1. knows how to distinguish the provisions of individual codes

2. is able to analyze the problem in terms of its compliance with the provisions of codes of ethics

3. knows how to assess a situation in the context of its ethicality

4. knows how to assess a situation in the context of its compliance with the law

5. knows how to distinguish individual legal provisions regarding marketing communication

6. can apply in practice the legal and ethical assumptions of the profession of a public relations specialist

OTHER COMPETENCES

1.understands the responsibility of a PR person in connection with their profession, in the context of the provisions of the above-mentioned codes,

2. understands the importance of ethics in the profession of a public relations specialist

3. has the competence to assess the compliance of the activities carried out with applicable law

4. has the ability to evaluate in terms of the legitimacy and ethics of actions and behaviors

Combined practical and theoretical exam in the form of preparation of commissioned in-depth analyzes of ethical violations and assigned tasks.

Does not apply