Masterclass in Ethics and legal issues in PR#501424

• Analyse the impact of future trends on communication ethics and legal considerations, such as the rise of deepfakes, the increasing use of artificial intelligence (AI) in content creation, and evolving data privacy regulations.
• Identify key ethical challenges in PR and digital communications, including issues like misinformation, deceptive advertising, and the potential for bias in AI-generated content.
• Understand the legal framework governing online communication, including intellectual property rights, data protection regulations, and laws related to online harassment and defamation.
• Develop a strategic approach for making ethical decisions in the digital age, considering future trends and their potential impact on ethical considerations.
• Utilize future studies methodologies to anticipate potential legal and ethical challenges arising from emerging technologies and adapt communication strategies accordingly.
• Craft clear and transparent communication strategies that build trust with audiences, comply with legal regulations, and uphold ethical principles.

• Senior PR professionals and communication directors seeking to stay ahead of the curve on emerging ethical and legal challenges.
• PR professionals working in fast-paced industries like technology, healthcare, and social media, where regulations and ethical considerations are constantly evolving.
• In-house counsel or legal professionals specializing in media law who want to deepen their understanding of PR practices and ethical considerations.
• Public affairs professionals and crisis communication specialists needing to navigate the ethical and legal complexities of crisis situations in the digital age.
• Anyone interested in gaining a comprehensive understanding of the interplay between ethics, law, and PR in the context of future trends and technologies.

• Pre-assessment
• Live group instruction
• Use of real-world examples, case studies and exercises
• Interactive participation and discussion
• Power point presentation, LCD and flip chart
• Group activities and tests
• Each participant receives a binder containing a copy of the presentation
• slides and handouts
• Post-assessment

Day 1: The Future of PR & The Shifting Landscape
• Welcome and program overview.
• The Future of Communication & PR: Exploring the evolving digital landscape and its impact on PR practices, considering the rise of citizen journalism, the potential of immersive technologies (AR/VR) for media relations, and the growing influence of social media as a primary news source.
• Emerging Technologies & Ethical Dilemmas: Discussing the ethical considerations surrounding emerging technologies in PR, such as deepfakes, AI-powered media monitoring tools, and the potential for algorithmic bias in news feeds.
• Case Study Analysis: Analysing real-world examples of ethical lapses in PR campaigns, exploring the consequences of these situations and identifying best practices for ethical communication.
• Guest Speaker: An expert in media ethics or a legal professional specializing in digital communication law can be invited to share their insights and answer participant questions.

Day 2: Navigating the Legal Labyrinth of Digital PR
• Understanding Key Legal Frameworks: Providing a comprehensive overview of relevant legal frameworks governing PR practices in the digital age, including:
o Intellectual Property Rights: Copyright laws, trademark protection, and fair use considerations for online content creation and media relations activities.
o Data Privacy Regulations: Exploring regulations like GDPR (General Data Protection Regulation) and CCPA (California Consumer Privacy Act) and their implications for data collection in influencer marketing campaigns and press releases.
o Cybersecurity & Data Breach Considerations: Understanding legal and ethical responsibilities related to data security in the digital age, and developing strategies for mitigating risks associated with data breaches.
• The Future of Digital Law: Examining how future trends, such as the rise of autonomous content creation by AI, might necessitate new legal frameworks impacting PR practices.
• Developing a Legal Compliance Strategy: Providing participants with a framework for developing internal policies and procedures to ensure compliance with relevant legal regulations, including social media guidelines, data security protocols, and ethical content creation practices.
• Hands-on Workshop: Legal Risk Assessment for PR Campaigns (Optional): Participants work in groups to analyze case studies of real-world PR campaigns. They will identify potential legal risks associated with the campaign, suggest strategies for mitigating these risks, and develop communication plans that adhere to legal regulations and ethical principles.
Day 3: Building Trust & Ethical PR in the Digital Age
• The Importance of Transparency & Authenticity: Understanding the importance of transparency in building trust with stakeholders in the digital age, considering future trends in consumer expectations for brand authenticity and responsible communication practices.
• Combatting Misinformation & Disinformation: Developing strategies for identifying and addressing misinformation and disinformation campaigns that target audiences or aim to discredit an organization.
• Ethical Influencer Marketing & Brand Partnerships: Establishing ethical guidelines for influencer marketing campaigns, considering disclosure requirements, potential bias, and the impact on target audiences.
• Building a Culture of Ethical PR: Encouraging participants to foster a culture of ethical communication within their organizations, emphasizing responsible decision-making, accountability, and building trust with stakeholders.

Day 4: Future Studies & Adapting to Change
• The Role of Future Studies in Ethical PR: Exploring how future studies methodologies like scenario planning can help anticipate potential legal and ethical challenges in the digital PR landscape.
• Staying Informed about Emerging Technologies & Regulations: Discussing strategies for staying up to date on evolving technologies and legal frameworks impacting ethical PR practices, including subscribing to industry publications and attending relevant conferences.
• Developing a Culture of Continuous Learning: Emphasizing the importance of continuous learning for PR professionals to adapt to the ever-changing digital landscape and emerging ethical considerations, including advancements in AI, data security protocols, and future communication technologies.
Day 5: Building Your Action Plan & Ongoing Learning
• Developing a Personalized Action Plan: Participants create personalized action plans outlining steps to implement ethical PR practices within their organizations. This may include:
o Conducting a risk assessment to identify potential legal and ethical challenges within current PR activities.
o Developing internal policies and procedures for influencer outreach, social media content creation, data security, and crisis communication that comply with legal regulations and uphold ethical principles.
o Establishing processes for fact-checking information and verifying sources before issuing press releases or engaging in media relations activities.
o Advocating for ongoing training and professional development opportunities for teams on ethical PR practices, emerging legal considerations, and future trends in the digital communication landscape.
• Course Wrap-Up & Ongoing Resources: Reviewing key takeaways from the program, addressing any remaining questions, and discussing ongoing resources for staying informed about advancements in digital communication, legal frameworks, ethical considerations, and future trends in the PR industry.
• Networking & Collaboration: Participants connect with each other, share their action plans, and explore collaboration opportunities for knowledge sharing and building a network of professionals committed to ethical communication practices in the digital age.