After reading this chapter, students should be able to:
Explain how courts have interpreted the First Amendment in relation to commercial speech. Knowledge of how courts have upheld organizations' rights to promote themselves and their stances on issues is imperative in the planning of meaningful, and legal, communications. |
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Describe how considerations along the lines of defamation, libel, and rights of privacy must guide public relations practices so as to avoid legal action and how organizations also possess the right to bring action against those who harm them. Knowledge of the libel and slander as well as the defenses against both in addition to the knowledge of the rights of privacy is essential so that practitioners can communicate within legal boundaries. |
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Delineate the roles of various governmental regulatory agencies that oversee commercial communication. Knowledge of the watchdog agencies provides that communicators will be aware of their mandates that govern how organizations can communicate to consumers, employees and competitors. |
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Outline the general business regulations that govern copyright law, trademark law, contracts, laws of litigation, and legal consideration surrounding the Internet. Knowledge of business regulations and legalities of new technology usage helps ensure that practitioners are best armed to communicate effectively and oversee communication that is constructed by outsiders concerning clients. |
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Describe the importance of ethics as guides for public relations activities. Knowledge of the ethical dilemmas that face public relations practitioners as well as how standards of behavior are set and expected provides practitioners with the tools necessary to build a schematic around which their actions can be designed. |
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Detail how pursuit of professionalism has led to the creation of codes of ethics and how these codes govern activities of professional group members. Knowledge of the PRSA and IABC codes of ethics provides practitioners with a reference for ethical behavior in a variety of situations that could be encountered. |
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Explain the arguments for and against the licensing of practitioners and the current state of practitioner accreditation. Knowledge of licensure and accreditation is important for work in a profession that has seen more and more of its members become accredited despite the controversial nature of the distinction. |