Week 5 (Chapter4&5) - Legal Environment & Ethical Practices

I think the key points to remember from this week's readings would be the public relations practitioner's understanding of intellectual property law and important characteristics of the PR legal environment; role of ethics in public relations.

Intellectual property refers to the holder of one these abstract "properties" has certain exclusive rights to the creative work, commercial symbol, or invention which is covered by it. It is important to note that public relations decision must be made in context of the 'legal environment'.

As quoted in the textbook, Hoger and Swen (2000: 3) categorise differences into four areas: understanding of time and timing; traditionals and strategies; audience relationships; and approaches to message construction.

Pactitioners should always assess the possibility of involing legal risks in order to respond fast and minimise harm. Laywers should be roped in in order to brainstorm on the possible strategies to prevent public relations outcomes being compromised. Before this, PR practitioners need to develop good working relations with their legal advisers.

It is important to negotiate a settlement or seek some alternative means of resolving a conflict, than to expose clients to public scrutiny which might lead to legal issues such as defamation, etc.

The readings made me think more about how the acts of intellectual property protection works.

1. Copyright Act - protects ideas expressed in works & subject-matter other than works
2. Designs Act - Look & shape of product
3. Patents Act - New and inventive industrial products & processes
4. Confidential Information - commercial information that is secret & has value
5. Trade Marks Act - Distinctive marks
6 Passing off - Reputation in a distinctive designation & get up

I felt that a PR officer should select a legal practitioner who respects the professionalism of their client and can ensure the best outcomes from both the legal and public relations perspectives.

The word Ethics, by definition, refers to limitation of specific acts and defined moral codes, but encompasses the whole of moral ideals and behaviors, a person's philosophy of life.

In the public relations industry, ethical practice applies to both the practitioner and organisations. The roles of a PR practitioner in today's society is to develop bridges and alliances with different publics to create a conducive environment in which businesses, government, voluntary agencies, hospitals and other institutions can operate.