This book is a pragmatic, case-rich guide to how current and future public relations professionals can apply ethical principles and the industry's codes of ethics to their day-to-day work. It's ideal as a core and a supplementary text at the undergraduate, postgraduate, and continuing education levels. "Goldsworthy's combination of academic and practical insight delivers another highly readable guidebook, providing hands-on advice that practitioners at all levels will turn to again and again." -Sally Costerton, FPRCA, CEO of SCA Consulting and former EMEA CEO of Hill and Knowlton Strategies "Possibly the most comprehensive and up-to-date guide on navigating PR ethics that exists. This is a must-read for anyone serious about working in PR or public affairs." -John Harrington, Editor, PRWeek UK "This is undoubtedly the definitive work on ethics in public relations. In an era when ethics has never been more central to every organisation, Goldsworthy and Morris have done the PR industry a great service with this no-holds-barred analysis of where our industry is and where it needs to be. Those who deny the importance of ethics should have the words Bell Pottinger tattooed somewhere prominently on their body as daily a reminder of what happens when ethical practice is cast aside." -Francis Ingham, MPRCA, Director General of the Public Relations and Communications Association and Chief Executive of the International Communication Consultancy Organisation "This book achieves the rare feat of combining informed reflection on PR today with an accessible and engaging style. Morris and Goldsworthy bring deep experience and insight to bear on?the most charged issues facing the industry. This work should be standard reading for PR practitioners in the public and not-for-profit sectors - and indeed for their colleagues in the commercial world. With real-life examples and interviews with leading journalists and practitioners, this is an essential and engaging guide." - Paul Mylrea, Director?of Communications at the University of Cambridge and formerly of the BBC, President of the Chartered Institute of Public Relations "Morris and Goldsworthy deliver what they set out to do - provide a highly readable, no-holds-barred guide to PR ethics, packed with vivid examples and challenging dilemmas, that works wonderfully well for both practitioners and academics, and, indeed, anyone who is interested in influence and persuasion. The touch is light but the insights are sharp and the issues matter to all of us."?-Philip Young, Senior Lecturer and Course Leader, Birmingham City University "These authors write with uncommon flair and this text follows their earlier books in being entertaining and provocative. The global perspective is also very useful as it introduces different cultures and customs. [...] Practitioners and students will find this an accessible book. Educators will find plenty of discussion points and classroom exercises." -Richard Bailey, PR Academy