The laws that govern legal PR in the UK are very similar in nature to the laws that govern most professional organisations and entities. They address issues such as fair play, morality, ethical behaviour, and the level of professional standards that should be adhered to at all times. The basis of these laws is embodied in the time honoured principles of integrity, competence, and confidentiality.
These customs and practices have been used to ensure the highest levels of business conduct in the legal public relations fraternity for many years. They describe not only the best practices and procedures, but provide an outline and guideline for the conduct of all its members under penalty of law.
Public relations practitioners are governed by the same principles of law that address the rest of society. They can be charged and convicted in a court of law for illegal activities. If their actions support, lead, or contribute to them on issues such as libel, slander, and defamation of character. In looking out for the best interests of those they represent, legal PR’s must also respect the legal rights of other members of the public.
Statements that are false in nature and result in the ridicule, hatred, contempt, and damage to an individual’s reputation can be construed as defamation. Once it is spoken, it constitutes slander and the written form libel. The law makes no distinction between the mediums used for defamation. Whether it occurs in the broadcast or print media.
In the case of libel, the wisest course of action is to always double check your facts and always accompany statements, opinions, and pronouncements with the facts that can support your stance. PR practitioners are entitled to their own opinions. They can voice their opinions just as any other member of the society. However, when making pronouncements of opinion, responsible behaviour dictates that they should always be highlighted and noted that they are the opinions of the author.
Other important areas of laws that govern legal PR in the UK have to do with copyright laws and trademark laws. Material that is copyrighted needs the permission of the author for its use. Copyright laws govern the use of copyrighted materials and protects work that the firm produces by copyrighting it. This prevents unauthorized use of the firm’s work. For example, press releases, publications, and other materials, which includes music, films, and photos.
Trademarks are used to protect images and names by registering them. It is very important to avoid any hint of impropriety when dealing with products that are trademarked. This is also an important tool for PR practitioners in the legal fraternity who spend so much time building and cultivating images and perceptions. Trademarks should be used wisely and judiciously to protect the hard earned reputation of firms. Trademarks are an important aspect of the laws that govern legal PR in the UK.
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