Module: Legal, Ethical & Social Issues in Public Relations

Latest Module Specifications

Current Academic Year 2025 - 2026

Module Title	Legal, Ethical & Social Issues in Public Relations
Module Code	MCO1065 (ITS: CM50150)
Faculty	Communications	School	Humanities & Social Sciences
NFQ level	9	Credit Rating	5

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.

*Type*	*Hours*	*Description*
Workload	Full time hours per semester
Lecture	22	Weekly classes
Online activity	28	Engagement with digital material and discussion forums on Loop.
Assignment Completion	30	Researching and completion of course assignments.
Independent Study	45	Sourcing, researching and reading module-related materials.
Total Workload: 125

Section Breakdown
CRN	20703	Part of Term	Semester 2
Coursework	0%	Examination Weight	0%
Grade Scale	40PASS	Pass Both Elements	Y
Resit Category	RC1	Best Mark	N
Module Co-ordinator	Madeline Boughton	Module Teacher	Martin Molony, Neil Ward

Type	Description	% of total	Assessment Date
Assessment Breakdown
Essay	Case study in Public Relations ethics.	50%	n/a
Loop Quiz	Online quiz relating to ethical codes of conduct and elements of media law relating to the practice of Public Relations in Ireland.	25%	n/a
Reflective journal	Completion of online journal entries reacting to the participation of industry figures discussing ethical and legal issues that have impacted on the practice of Public Relations in Ireland.	25%	As required

Reassessment Requirement Type
Resit arrangements are explained by the following categories; RC1: A resit is available for both^* components of the module. RC2: No resit is available for a 100% coursework module. RC3: No resit is available for the coursework component where there is a coursework and summative examination element. ^* ‘Both’ is used in the context of the module having a coursework/summative examination split; where the module is 100% coursework, there will also be a resit of the assessment

Pre-requisite	None
Co-requisite	None
Compatibles	None
Incompatibles	None

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

Indicative Content and Learning Activities

Philosophical Frameworks
The 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 Ethics
Code of Lisbon; Code of Athens; PRII code of practice for Public Affairs & Lobbying.

Issues in Public Relations ethics
Personal 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 Law
Defamation: 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.

Lobbying
The regulation and practice of lobbying.

Social Media Ethics
The ethical use of Social Media in Public Relations

Case studies
Case studies in Public Relations ethics

Indicative Reading List

Books:

Morris, Trevor; Goldsworthy, Simon: 2021, Public Relations Ethics: the real-world guide, Routledge, New York, 0367612275
Chari, R., Murphy, G. and Hogan, J.: 2010, Regulating Lobbying: A Global Comparison, Manchester University Press, Manchester,
Cooney, John & McGarry, Tony (Editors): 1994, Spin Doctors: A threat to democracy?, Humbert Publications, Dublin,
Cottle, Simon (Editor): 2003, News, Public Relations and Power, Sage, London,
Davies, Nick: 2009, Flat Earth News: Distortion and Propaganda in the Global Media, Vintage, London,
DeStatso, Marcia W. & Bortree, Denise Sevick (Editors): 2014, Ethical Practice of Social Media in Public Relations, Routledge, New York,
Martin, Andrea: 2011, Media Law Ireland: Answers to Your Top 100 Media Questions, Oak Tree Press, Cork,
Murphy, Yvonne & McGuinness, Donal: 2011, Journalists and the Law, 3rd, Round Hall, Dublin,
Parsons, Patricia J.: 2015, Ethics in Public Relations: A Guide to Best Practice, Second edition, Kogan Page, London,
Solove, Daniel J.: 2009, Understanding Privacy, Harvard University Press,
Welch, David: 2013, Propaganda: Power and Persuasion, The British Library, London,

Articles:

Bivins, Thomas H.: 1987, Applying Ethical Theory to Public Relations, Journal of Business Ethics, Vol. 6, No. 3 (April 1987) p.195-200, 19649
2013: Using classic social media cases to distil ethical guidelines for digital engagement., Journal of Mass Media Ethics, Vol. 28, 119-133, 19619, 2
The moral development of public relations practitioners: A comparison with other professions and influences on higher quality ethical reasoning.: Journal of Public Relations Research, 21 (23), 318-340, 19620, 2, Flannery, Paul
Social and Political Review: 20, 70-78, www.spr.tcdlife.ie/seperatearticles/xxarticles/ireeuropelobbying.pdf, 19621, 2, Grunig, James E., 2014
11 (2014): 48954, 2, Waddington, Stephen, 2021, 10 Ethical issues facing public relations
https://wadds.co.uk/blog/2021/3/23/10-ethical-issues-facing-international-public-relations: 56717, 2, Various, 0, Various, Business Ethics: A European Review, (in Business Source Complete),
56718: 2, Various, 0, Various, Journal of Information, Communication and Ethics in Society, (in Emerald Insight),

Other Resources

None