ABSTRACT
The professional conduct of communication practitioners is guided by two key principles: ethics and the law. This chapter presents current thinking behind strategic communication and public relations ethics and the codes of conduct that guide practice. It discusses the legal obligations facing the communication practitioner, providing overviews of key legislation that impacts on practice, including contract, defamation, copyright and privacy law. Ethics is a branch of philosophical study that considers 'what ought to be the grounds and principles for right and wrong human behaviour'. Contracts typically form a large part of the administrative work in both agency and in-house roles. Managing the risk of a claim of professional negligence involves some basic attention to keeping accurate records of activities, advice given and received, and keeping notes of meetings and conversations. Consumer protection laws at national and state levels prohibit misleading and deceptive conduct—even conduct that is likely to mislead or deceive.
