...Sunday Odedele This paper aims to encourage PR practitioners to appreciate their role as the pivot of their organisation’s reputation management. It discusses the importance of codes of ethics, claiming that these should be reviewed by public relations associations every 4‐5 years. Good conduct...

... and their application through codes of business ethics. These alone are not enough to make any difference – they have to become part of the way staff think and act. Having such a programme has been shown not only to be morally right but also worthwhile. © Emerald Group Publishing Limited 2003 Risk...