Before we begin: new profession ... or one of the oldest?
A tangled web: the 'truth' about PR ethics
To do no harm: the issue of trust
II: Ethics and the practitioner
Your staircase to respect
The good, the bad and the (almost) ugly: ethics codes
Sex and the single (or not) PR practitioner: conflict of interest
You ... against the world
III: Strategies and dilemmas ...
Media relations: breeding ground for ethical problems
Persuasion ... or propaganda?
Good causes and bad taste
IV: Organizations, ethics and public relations
The true reality of everyday ethics: making decisions
PR and the corporate ethics programme
Making business accountable: the 'new breed' of PR.
