ABSTRACT
This chapter examines ethical issues faced in the work of public relations (PR). The two most important functions of PR professionals are: to communicate information outward to the stakeholders; and to bring information back from the stakeholders to the organization itself. PR and public information officers use many tools and initiatives to communicate information to a variety of publics. Some PR tools, such as brochures, newsletters, and corporate advertisements offer control over the message, but in the past were very expensive. Controlled PR messages are delivered directly to their intended audiences. "Uncontrolled" PR tools include press releases; stories "pitched" to journalists, editors, and broadcast news outlets; news conferences; television interviews; special events; and PR stunts, which are now often called "guerilla marketing". PR professionals exercise as much indirect control as possible, even in the uncontrolled area of media relations. PR prepares executives by letting them know as many specifics about the proposed article as can be garnered from the journalist.
