5. Ethics and Law

Ethical and legal issues frequently evolve from similar circumstances, but the public relations professional must understand the difference. Keeping to the letter of the law does not guarantee ethical action. Many unethical claims and promotions have been structured to stay whithin legal limits, even though their intent was to trick or deceive someone. While an understanding of the law is important, a professional must rely on a higher standard for decision-making.

Public relations practitioner working for publicly held companies have both an ethiical and a legal obligation to promptly release news about divvidents, earnings, new products, mergers, and other developments that might affect the value of securities. A delay in releasing such news could allow insiders to derive unfair financial benefits. The Securities and Exchange Commission and the individual stock exchanges strictly enforce these regulations.

Corporations are also prohibited f'ron using public relations techniques in connection with the sale of new issues of securities. Public retations personnel must be thoroughly aware of Federal Tnade Commission and Food and Drug Administrantion regulations regarfding the promotion of a product or service. Such practices as unsubstantiated claims, fraudulent testimonials, deceptive pricing, so-caIled independent surveys and. rigged contests are regulated through these agencies.

2. Answer the questions to the text.

1.Why do we have to speak about the question of whistle blowing? Will you be faced with this problem in your practice?

2.What is the f'oundation of all public relations practice? How is it achieved?

3. Were there any events in your own city or region when we can speak of whistle blowing?

3. Ask your partner your own five questions on the text.

4. Make a report with your own examples on the problems raised in the texts.

4. Read the text paying attention to your time of reading.

6. Characteristics of a professional group

James Grunig and Todd Hunt list five characteristics of a professional group. As a relatively young profession, public relations has made remarkable progress in each area, but there is still a need to do more and to encourage others to accept these norms:

1. A set of professional values In particular, professionals believe that serving others is more important than their own economic gain. Professionals also strongly value autonomy.

2. Membership in strong professional organizations Professional organizations provide professionals contact with other professionals they need to maintain an allegiance to the profession.

3. Adherence to professional norms True professions have a code of ethics and a procedure for enforcing it.

4. An intellectual tradition and an established body of knowledge A profession must have a unique and well-established body of knowledge.

5. Technical skills acquired through professional training Professionals should have the technical skills needed to provide a unique and essential service.