PR

1. PR and the Media
Study Unit 4
Covering aspects such as ethical and legal issues,
codes of practice and CSR

2. Learning Outcomes
By the end of this unit, you will be able to:
 Evaluate key issues in the management of strategic public
relations (including ethical and related considerations in the
public domain).
 Understand the social responsibility and responsiveness of
business
 Be aware of the history and new policy directions on
corporate social investment (CSI)
 Be aware of some of the latest research trends
 Be familiar with the elements of good practice in the field

3. Learning Outcomes
• Know how to establish a community relations programme.

4. 4.1 Introduction
• We share information either to:
 comment,
 ask questions,
 express wants and needs,
 develop social relationships and for
 social etiquette to name a few.
• Therefore, we find that there is an acceptable conduct in the
business world for example:
 Deal honestly & fairly,
 Ensure best employment practices,

5. 4.1 Introduction
 Integrity,
 Honesty,
 Abide by policies and procedures in place (Wiehahn & Heever,
2013: 78).
• It is with this that we need to consider the codes of conduct
and how they apply towards the public and colleagues. We
therefore will consult the PRISA code of conduct to help
contextualise it for you.

6. 4.2 Basic Public Relations Etiquette
• Visit https://www.prisa.co.za/ to find out more about PRISA
and its functions in Southern African countries.
• View the PRISA code of ethics at the following link:
https://www.prisa.co.za/accreditation/#:~:text=We%20shall%
20conduct%20our%20professional,accepted%20standards%2
0of%20good%20taste.

7. 4.2 Basic Public Relations Etiquette
• PRISA’s code of professional conduct towards the public
includes:
• We shall respect the public interest and the dignity of the
individual.
• We shall not knowingly, intentionally or recklessly
communicate false or misleading information.
• We have a positive duty to maintain integrity and accuracy, as
well as generally accepted standards of good taste (Wiehahn
& Heever, 2013: 79).

8. 4.2 Basic Public Relations Etiquette
• PRISA’s code of conduct towards colleagues includes:
• Members shall not purposefully harm the professional
reputation or practice of another:
 registered individual,
 professional person or
 accredited PR practitioner,
• Members shall co-operate with colleagues to uphold and
apply this code (Wiehahn & Heever, 2013: 79).

9. 4.2 Basic Public Relations Etiquette
• The Public Relations Professional uses different
communication styles:
• The controlling style – communicator makes all of the
decisions, authoritarian;
• The egalitarian style – employee participation (2 way) is key in
problem solving;
• The structural style – “by the book”, structured and 1 way,
communicate a plan or strategy;
• The dynamic style – high-energy, motivational phrases,
concise communication regarding a task;
• The relinquishing style – communicator's opinion is given up
and receiver is to communicate/ do all the talking;

10. 4.2 Basic Public Relations Etiquette
• The withdrawal style – communicator takes a neutral stance
and stops speaking, uses non-verbal communication
(Wiehahn & Heever, 2013: 79-80).

11. 4.3 PR and Customer Service Protocols
• The receptionist performs a vital function in the organization.
The words, attitude, tone, audibility, volume and speed with
which he/she answers the telephone is the first impression
that the caller has of the organization. Smartphones can be
also used by a public relations professional (Wiehahn &
Heever, 2013: 85).
• Steps to Handle a Tough Customer on the Phone:
1. Listen. ...
2. Provide validation to the caller. ...
3. Don't react emotionally. ...

12. 4.3 PR and Customer Service Protocols
4. Train yourself to be pleasant. ...
5. Find the root of the problem. ...
6. Offer multiple solutions. ...
7. Avoid putting a caller back on hold. ...
8. Be honest, avoid vague terms, and don't make promises you
can't keep.
9. Express empathy.
10. Escalate the query if you do not have the authority.

13. 4.3 PR and Customer Service Protocols
• As public relations officer you should also be aware of the
protocols involved in
 writing letters as well as
 invitations.

14. 4.3 PR and Customer Service Protocols

15. 4.3 PR and Customer Service Protocols

16. 4.3 PR and Customer Service Protocols

17. 4.3 PR and Customer Service Protocols
• Refer to the code of ethics within the PRISA organisation:
https://www.prisa.co.za/accreditation/#:~:text=We%20shall%
20conduct%20our%20professional,accepted%20standards%2
0of%20good%20taste.

18. Corporate Social Responsibility
• Examples of Corporate Social Responsibility in Action
• Corporate social responsibility (CSR)comes in many forms.
Even the smallest company impacts social change by making a
simple donation to a local food bank. Some of the most
common examples of CSR include:
 Reducing carbon footprints
 Improving labour policies
 Participating in Fairtrade
 Charitable giving
 Volunteering in the community

19. Corporate Social Responsibility
 Corporate policies that benefit the environment
 Socially and environmentally conscious investments

20. 4.4 Corporate Social Investment
• The field of corporate social investment (CSI) has evolved out
of a broader field called corporate social responsibility.
Corporate social responsibility (CSR) can be defined as an area
of management action that has developed in response to the
changes and demands of society at large and involves
business, government and communities in the following
areas:
• Socioeconomic, ethical and moral responsibilities of
companies
• Compliance with legal and voluntary requirements for
business and Professional practice

21. 4.4 Corporate Social Investment
• CSI/CSR now forms part of the BBBEE scorecard and
companies are able to score points to enhance their ability to
do business with government and others by being ‘good’
corporate citizens
• The company and its employees
• The natural environment
• The challenges posed by the needs of the economically and
socially disadvantaged
• Responsible management of business activities (Skinner et al.,
2016: 267).

22. 4.4 Corporate Social Investment
• Thus, corporate social responsibility encompasses the
responsibility of a company to ensure that it:
• Produces safe products for human use
• Is sensitive to socioeconomic needs and responsive to
community demands
• Manages itself responsibly and to the advantage of its
employees and society
• Contributes to the sustainable development of the natural
environment
• Contributes towards the development and upliftment of

23. 4.4 Corporate Social Investment
disadvantaged people.
• Is managed within the moral, ethical and legal frameworks
and rules of society (Skinner et al., 2016: 268).
• Corporate social investment (CSI) itself is defined as the
funding of, and involvement in, socioeconomic upliftment. It
excludes employee benefits and sport sponsorships and
usually concentrates on the following areas of involvement:
• Education
• Housing

24. 4.4 Corporate Social Investment
• Health
• Welfare
• Job creation
• Community development and empowerment
• Small business development
• Arts and culture
• Environmental conservation
• Rural development (Skinner et al., 2016: 268).
• What is the difference between CSI and CSR?

25. 4.5 What is a funding proposal?
• Introduction. The introduction needs to give a brief overview
of:
 what the need is and why this funding is needed.
 a brief statement about the problem addressed by the
project,
 reasons why this organisation or individual aims to address
this issue, their involvement and how they plan to do it
(Skinner et al., 2016: 271-272).
• Profile of organisation. The NPO/NGO requesting the funding
needs to ensure that they carry the credibility required to

26. 4.5 What is a funding proposal?
manage the funds properly, achieve the objectives of the project
and give regular feedback on progress made (Skinner et al.,
2016: 271-272).
• The issue/problem/community needs. This section should
deal in depth with the context of the issue. It will need to
include well-researched facts on what the ‘on the ground’
needs are and reasons for these needs. It should also explain
the beneficiaries of the project (Skinner et al., 2016: 271-272).

27. 4.5 What is a funding proposal?
• The project. A proper and detailed description of the manner
in which the issues identified earlier will be addressed
through this specific project: How will it assist the
beneficiaries? How will it be implemented? Who will be
involved? How will it be managed and measured? (Skinner et
al., 2016: 271-272).
• The budget. A detailed budget of costs associated with the
project needs to be supplied. It is important to remember that
administrative costs of any project need to be limited and
realistic. On average the administrative costs of projects

28. 4.5 What is a funding proposal?
should not exceed 20 per cent of the total income of the project
(Skinner et al., 2016: 271-272).
• It is also very important to remember to ask for adequate
funding for several years in order to ensure the sustainability
of the project.

29. 4.5 What is a funding proposal?
• Management of funds
• More detail will be given as to how the organisation will
ensure transparency and accountability. It is very important to
commit the organisation to manage the funding well (Skinner
et al., 2016: 271-272).
• Conclusion
• End the proposal with a final word about the importance of
this funding and the positive influence the project will have
on the community it will serve (Skinner et al., 2016: 271-272).

30. 4.5 What is a funding proposal?
• Addendums
• These may consist of:
 organisational profiles,
 information of board members and project managers,
 other similar projects and successes the organisation has had
to date.
• Remember that a proposal for funding needs to be specific
and in line with the interest of the donor. It may not be a
‘Dear Donator’ approach but based on a good understanding
of what is needed and who will be able to fund the project
(Skinner et al., 2016: 271-272).

31. 4.5 What is a funding proposal?
• Refer to pages 271 to 272 in the prescribed textbook for a discussion on the
funding proposal.

32. 4.6 Conclusion
• Customer service and frontline skills are important to the
public relations practitioner.
• Know the code of conduct of PRISA is important for Southern
African PR practitioners
• Part of the PRPs job is to implement and plan CSI projects. For
example, involving employees in a variety of community
upliftment projects has developed in recent years in South
Africa. Visit the Nelson Mandela Foundation website
(www.nelsonmandela.org) to view some of the Nelson
Mandela Day projects.

33. Revision Questions
• Answer the compulsory revision questions below.
1. What does CSI stand for?
2. Do companies receive a kickback on tax in South Africa for CSI
projects?
3. Mention and explain at least 2 codes of conduct.
4. Name examples of CSI from your country or area?