Module Specifications.
Current Academic Year 2024 - 2025
All Module information is indicative, and this portal is an interim interface pending the full upgrade of Coursebuilder and subsequent integration to the new DCU Student Information System (DCU Key).
As such, this is a point in time view of data which will be refreshed periodically. Some fields/data may not yet be available pending the completion of the full Coursebuilder upgrade and integration project. We will post status updates as they become available. Thank you for your patience and understanding.
Date posted: September 2024
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Description This module will equip students with a working knowledge of the ethical, legal and societal issues related to the practice of Public Relations. The module will create an awareness of the need to understand and manage the ethical and legal dilemmas associated with professional work in a Public Relations environment. | |||||||||||||||||||||||||||||||||||||||||||
Learning Outcomes 1. Apply ethical theory to professional Public Relations practice. 2. Discriminate between the key ethical issues involved in working professionally in Public Relations. 3. Demonstrate an understanding of the key aspects of the professional codes of ethics in Public Relations. 4. Demonstrate an awareness of legal issues related to the practice of Public Relations. 5. Construct approaches to managing within ethical and legal parameters. 6. Develop a philosophical and legal outlook that will be transferable to academic study and work generally. | |||||||||||||||||||||||||||||||||||||||||||
All module information is indicative and subject to change. For further information,students are advised to refer to the University's Marks and Standards and Programme Specific Regulations at: http://www.dcu.ie/registry/examinations/index.shtml |
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Indicative Content and Learning Activities
Philosophical FrameworksThe theoretical foundation supporting ethical decision-making. What are ethics?; Definitions of ethics and social responsibility; Classical theories: Socrates, Aristotle, Deontology, Utilitarianism; Decision-making (Potter, Sims); Parson's Pillars; The Four-Way Test.Professional Standards & Codes of EthicsCode of Lisbon; Code of Athens; PRII code of practice for Public Affairs & Lobbying.Issues in Public Relations ethicsPersonal ethical decisions; Relationships with clients and other practitioners; Loyalty to whom?; Choice of a client or organisation; Advocate and counsellor roles; Secrecy and openness.Public Relations & the LawDefamation: libel and slander; Privacy; Copyright; Obscenity; Indecency; Blasphemy; Racial Hatred; Intellectual Property Rights; Data Protection; Freedom of Information Act; Regulation of the media in Ireland.LobbyingThe regulation and practice of lobbying.Social Media EthicsThe ethical use of Social Media in Public RelationsCase studiesCase studies in Public Relations ethics | |||||||||||||||||||||||||||||||||||||||||||
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Indicative Reading List
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Other Resources None | |||||||||||||||||||||||||||||||||||||||||||