Week 5 - chapter 5 : Etchical Practice

I think the two key points to remember of this week reading were the role of ethics in public relation and ethics as a public relation strategy. Nowadays, it is important to public relation maintain a good relationship as well as having a good ethics with the public at large to create a conducive environment. The best way to do that is public relations practitioners have to serves the public interest by developing mutual understanding, contributing as well as facilitating between the organizations and public.
There are 4 roles played by public relations practitioner that mentioned in this article; the role of counselor, which involves objectives, analysis situation and the perception of the strategic. role of advocate to led to the current debate about public relation ethics, role of corporate monitor which inform corporate monitor for their organization and also corporate conscience to serve the moral keeper for both its communication and actions.
Another advantages of ethical practice is because it can be used as a public relation strategy , sometimes it is unavoidable that there will be a conflict between the organization and the public and have a good ethics will lead a good corporation and relationship each other. So the organization have to be more concern and responsibility of improving corporate citizen, transparency to building a commercially successful business.
This reading clearly informed me that the role of ethics is very important in public relation world.