ABSTRACT
This chapter focuses on just a few of the key ones-those that deal with defamation and reputation, privacy, confidentiality, copyright and the fair use of others’ work, as well as the ethical and strategic use of social media and other communication channels. It outlines some ethical issues and strategies to consider in working either with the news media or in the broader communications environments and provides an overview of the importance of corporate governance for the media relations practitioner. The chapter looks at the two codes of ethics that govern the work of public relations and journalists. Individuals and organisations have more power than ever to publish their own information and opinions. Sometimes in media relations, a media campaign will be inspired by a similar campaign somewhere else in the world, or a past campaign or idea. Be careful when being ‘inspired’ by the work of others that your work is sufficiently original.
