Chapter 4 and 5

I think these two chapters are talking about the enviornment under which the public reltions should be performed. Here are some of the major points we should bear in mind after reading these two chapters.

For chapter four, the most basic concepts that we should understand should be the concept of legal enviornment, defamation as well as the role of contracts in public relations.

Chapter five mainly discussed about the ethical practice in public relations and the foundmental princles on how to use ethics as public relations strategy. What's more we should pay attention to are the professional association codes and the codes of conduct.

These two chapters makes me think more about the significance of the legal enviornment when comes to a public relations practice, which was so easily negalected by student public relations practioner. Meanwhile, reading these two chapters ulters my previous view on ethics and how it matters in the PR practice. I once read a artcle about how the ethical conflicts imposed influences on the operation of public relations. In the end, the author listed several strategies about how to avoid this ethical conflict making the organization operate in the more profitable way.

In my opinion, for one side we do need to avoid the ethical conflicts in our PR practice, cause most of the time it will affact the efficiency of our PR plan's implimentation. However for another side, there are always examples about how the ethical issues were utilised by some politicans for some veiled purposes. See the infamous Nazi party. Of course, this is just my saying.