Module 1: Foundations of PR Ethics

• Defining Ethics and Morality in Public Relations.
• The Role of Trust and Credibility in PR.
• Ethical Theories: Deontology, Utilitarianism, Virtue Ethics.
• The Public Interest vs. Client Interest Dilemma.
• Ethical Foundations of Reputation Management.
• Practical session: Analyzing a historical PR ethical failure using an ethical theory framework.

Module 2: Professional Codes and Guidelines

• Overview of Global PR Ethics Codes (e.g., PRSA, IPR, CIPR).
• Understanding Key Principles: Advocacy, Honesty, Expertise, Independence, Loyalty, Fairness.
• Application of Codes to Daily Practice.
• Addressing Conflicts of Interest: Identification and management.
• Ethical Obligations to Diverse Stakeholders (media, clients, public, employees).
• Practical session: Debating a scenario based on a specific professional code of conduct and identifying breaches.

Module 3: Truth, Transparency, and Disclosure

• The Imperative of Veracity in Communication.
• Distinguishing Fact from Opinion and Persuasion.
• Practicing Full and Timely Disclosure.
• Avoiding Deception and Misinformation: Spin vs. Truth.
• Transparency in Sponsored Content and Partnerships.
• Practical session: Rewriting press releases or statements to ensure full transparency and avoid misleading language.

Module 4: Ethical Decision-Making in PR

• Introduction to Ethical Decision-Making Models (e.g., Potter Box, Rushworth Kidder).
• Identifying Ethical Dilemmas vs. Moral Temptations.
• Stakeholder Analysis in Ethical Decision-Making.
• Foreseeing and Preventing Ethical Lapses.
• Building an Ethical Compass for PR Professionals.
• Practical session: Applying an ethical decision-making model to a complex, real-world PR dilemma.

Module 5: Reputation Management and Crisis Communication

• Ethical Preparedness for Crises: Proactive planning.
• Truthful and Empathetic Communication during a Crisis.
• Accountability and Responsibility in Crisis Response.
• Managing Rumors and Misinformation Ethically.
• Post-Crisis Ethical Review and Learning.
• Practical session: Developing an ethical communication strategy for a hypothetical organizational crisis.

Module 6: Privacy, Data Protection, and Confidentiality

• Understanding Data Privacy Regulations (e.g., GDPR, CCPA).
• Ethical Collection and Use of Personal Data in PR.
• Maintaining Client and Stakeholder Confidentiality.
• Managing Sensitive Information: Internal and external communications.
• The Right to be Forgotten and Data Erasure in PR Contexts.
• Practical session: Reviewing a data collection consent form for ethical and legal compliance related to PR activities.

Module 7: Diversity, Equity, Inclusion, and Social Responsibility

• Ethical Imperatives of DEI in PR Practice.
• Authentic Representation in Campaigns and Messaging.
• Avoiding Stereotypes and Cultural Insensitivity.
• PR's Role in Corporate Social Responsibility (CSR) and ESG.
• Communicating Social Impact and Purpose Ethically.
• Practical session: Critiquing PR campaigns for DEI considerations and suggesting improvements.

Module 8: Ethical Issues in Digital and Social Media PR

• Authenticity and Disclosure in Influencer Marketing.
• Managing Online Criticism and Negative Comments Ethically.
• The Ethics of Data Analytics and Algorithmic Bias in Digital PR.
• Combating Fake News and Disinformation Online.
• Privacy and Professional Boundaries in Digital Interactions.
• Practical session: Analyzing ethical challenges in social media interactions and developing appropriate responses.

Module 9: Legal and Regulatory Frameworks

• Defamation, Slander, and Libel in PR.
• Copyright and Intellectual Property in Communication.
• Consumer Protection Laws and Advertising Standards.
• Government Regulations Impacting PR (e.g., lobbying, financial disclosure).
• Ethical Obligations in Legal Proceedings vs. Public Opinion.
• Practical session: Identifying potential legal risks in sample PR materials and proposing revisions.

Module 10: Building an Ethical PR Culture

• The Role of Leadership in Fostering Ethical Conduct.
• Developing and Implementing Internal Ethical Guidelines.
• Training and Continuous Ethical Education for PR Teams.
• Creating Channels for Reporting Ethical Concerns (Whistleblowing).
• Measuring and Reinforcing Ethical Performance.
• Practical session: Brainstorming components of an ethical PR training program for new employees within an organization.

Requirements:

·       Participants should be reasonably proficient in English.

·       Applicants must live up to Armstrong Global Institute admission criteria.

Terms and Conditions

1. Discounts: Organizations sponsoring Four Participants will have the 5th attend Free

2. What is catered for by the Course Fees: Fees cater for all requirements for the training – Learning materials, Lunches, Teas, Snacks and Certification. All participants will additionally cater for their travel and accommodation expenses, visa application, insurance, and other personal expenses.

3. Certificate Awarded: Participants are awarded Certificates of Participation at the end of the training.

4. The program content shown here is for guidance purposes only. Our continuous course improvement process may lead to changes in topics and course structure.

5. Approval of Course: Our Programs are NITA Approved. Participating organizations can therefore claim reimbursement on fees paid in accordance with NITA Rules.

Booking for Training

Simply send an email to the Training Officer on training@armstrongglobalinstitute.com and we will send you a registration form. We advise you to book early to avoid missing a seat to this training.

Or call us on +254720272325 / +254725012095 / +254724452588

Payment Options

We provide 3 payment options, choose one for your convenience, and kindly make payments at least 5 days before the Training start date to reserve your seat:

1. Groups of 5 People and Above – Cheque Payments to: Armstrong Global Training & Development Center Limited should be paid in advance, 5 days to the training.

2. Invoice: We can send a bill directly to you or your company.

3. Deposit directly into Bank Account (Account details provided upon request)

Cancellation Policy

1. Payment for all courses includes a registration fee, which is non-refundable, and equals 15% of the total sum of the course fee.

2. Participants may cancel attendance 14 days or more prior to the training commencement date.

3. No refunds will be made 14 days or less before the training commencement date. However, participants who are unable to attend may opt to attend a similar training course at a later date or send a substitute participant provided the participation criteria have been met.

Tailor Made Courses

This training course can also be customized for your institution upon request for a minimum of 5 participants. You can have it conducted at our Training Centre or at a convenient location. For further inquiries, please contact us on Tel: +254720272325 / +254725012095 / +254724452588 or Email training@armstrongglobalinstitute.com

Accommodation and Airport Transfer

Accommodation and Airport Transfer is arranged upon request and at extra cost. For reservations contact the Training Officer on Email: training@armstrongglobalinstitute.com or on Tel: +254720272325 / +254725012095 / +254724452588