River 10

Ethics, Reputation and Risk Management

  • 15/08/2018
  • 09:30 am - 04:00 pm
  • PRINZ Office, 69 St Georges Bay Road, Parnell, Auckland
  • CPD: 10.00
  • $435.00+GST (member), $785.00+GST (non member), $435.00+GST (student-member)
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This course is now closed for online registation. If you wish to attend please contact Rheanna on 09 358 9808.


Back in 2009, Eric Schmidt of Google told CNBC "If you have something that you don't want anyone to know, maybe you shouldn't be doing it in the first place."

Since then, much has changed, online and off. Organisational behaviour has been under scrutiny as never before and, across the world, the evolved role for the public relations and communications professional has been described as the ‘organisational conscience’.

This session has a lot of discussion and debate, exploring ethics in public relations and communication and examines how organisational ethics have evolved in the current relationship and values-driven economy.

It looks at ways in which organisational behaviour affects both reputation and risk and how professional communicators can act on behalf of stakeholders to effect change.

Key content

  • Code or guidelines? A look at ethical frameworks in public relations and communication management – and how they are applied in the working world
  • Communication with conscience – how organisations are changing from within to genuinely work to their values plus some examples for debate
  • Assessing reputation – making actions louder than words
  • Risk and reward – changing organisational culture, identifying risk
  • A look at the law – legal refresher for PR and communication

Learning outcomes

  • Understanding of the PRINZ Code of Ethics and other ethics protocols
  • Understanding risk and reputation audits
  • Understanding how to deal with challenging organisational cultures
  • Understanding roles, responsibilities and relevant law


Catherine Arrow, FPRINZ, FCIPR, Chart.PR

Catherine Arrow is an international public relations consultant, educator and writer. She heads Unlocked PR, digital consultancy Social Capture and designs and delivers professional training and development programmes for fellow professionals. A PRINZ Fellow, a Fellow of the Chartered Institute of Public Relations and a Chartered Public Relations Practitioner, Catherine serves on the Global Alliance Advisory Council following eight years of service as board member and secretary of the Global Alliance for Public Relations and Communication Management. She designed, developed and introduced the PRINZ RIVER continuing professional development programme and is a member of PRINZ National Council.

Alongside her own consultancy work, she lectures and speaks about public relations in New Zealand and around the world. Recent publications include a chapter on future public relations practice in the CIPR book, ‘Lessons from Expert Practitioners’. Her career spans the Northern and Southern Hemispheres and, in 2012, was presented with the PRINZ President’s Award for exemplary contribution to the profession.

This course has a minimum number requirement, so please book early to ensure the course is not cancelled. If you are booking travel or accommodation, please check with the office first that the course is taking place.

Please be aware of PRINZ payment and cancellation policy.

A student priced ticket to PRINZ courses is sometimes available at a cost of $175 plus GST. Please email the office if you are a student member and would like to attend this course.