4. The Institute of Public Relations (IPRM) has indicated in their Code of Ethics the following:
To act, in all circumstances, in such a manner as to take account of the respective interests of the parties involved: both the interests of the organisation which he/she serves and the interest of the public concerned; Carry out duties with integrity; Shall refrain from subordinating the truth to other requirements; Circulating info which is not based on established facts, or use manipulative methods or techniques designed to create subconscious motivations
a. With reference to the above statement, what are some of the challenges
faced by public relations practitioners with regards to being ethical in the
b. What are some of the ways public relations can sustain credibility, integrity
and ethical values in order to sustain the image and reputation of the
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