The reality of modern public relations could not be further removed from the outdated image of spin doctors that some hold. Yet what does it mean to be an ethical PR practitioner? How can we evaluate client requests, strategic options, and campaign outcomes to ensure that we uphold our professional integrity?
This on-demand training series, free exclusively for CIPR members, covers the following three areas:
- What is ethics?
This module explains what we mean by ethics and answers the question ‘What is ethics?’ in both a personal and professional capacity.
- How should I think about ethics?
This module offers introductory level advice on how we can apply tools and techniques when thinking about ethics.
- Practical applications
This module will look at ethics in a practical way and will consider ethics particularly through the lens of the PR professional.
Each module will take approximately 35-45 minutes to complete.
Section 1: What is ethics?
This explores the concept of ethics, addressing the question ‘What is ethics?’ from both a personal and professional perspective. It aims to clarify what we mean by ethics, highlighting the similarities and differences between personal and professional ethical standards.
Section 2: How should I think about ethics?
This section offers introductory guidance on how to think about ethics, focusing on practical tools and techniques for ethical decision-making. It introduces key ethical principles, including utilitarianism, the categorical imperative, and situational ethics, alongside the theory of reflective equilibrium, to help frame and evaluate ethical choices.
Section 3: Practical applications
This section explores the practical application of ethics, specifically through the lens of the PR professional. It examines why ethics is essential in public relations and helps practitioners understand their ethical responsibilities within the profession.
This series is worth 5 CPD points
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