Australian Law and Ethics: Guiding Professional Communication

This essay examines the intersection of law and ethics in professional communication, particularly within the context of Australian regulations. The introduction establishes the importance of ethics in media practice and public relations, highlighting the role of laws in protecting public interests. The essay analyzes the Vodafone social media fracas as a case study, illustrating how unethical communication can damage a company's reputation and violate consumer protection laws. It discusses relevant Australian legislation, including the Competition and Consumer Act 2010. The essay also explores ethical dilemmas faced by PR practitioners working for government departments and politicians. The analysis covers the impact of social media, ethical considerations in advertising, and the importance of maintaining public trust. The essay emphasizes the need for ethical guidelines and legal compliance to ensure responsible communication practices and protect the public interest, concluding that adherence to both law and ethics is crucial for successful and sustainable business operations.

HOW DOES THE LAW COMPEL
PROFESSIONAL COMMUNICATORS TO
CONSIDER THE BEST INTERESTS OF
THEIR PUBLICS?

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
1) Ethics in relation to media practice.........................................................................................2
2) Ethical dilemma do you think confronts PR practitioners who work for government
departments or politicians (Essay)..............................................................................................5
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Ethics are considered as systems which demonstrate right or wrong for media and
maintaining public relations. It works on human morality and justice for an individual and
providing his/her rights. Present report is based on understanding usefulness of Australian laws
which compels professional communicators to consider the best interest of their public. In this
regard, role of ethics and laws are to be discussed for information processing and protecting best
interests of public relation (PR) clients. Likewise, case study on Australia's biggest PR disaster
as Vodafone's social media fraces is to discussed for wrongly advertised on social media blog as
'mentally retarded' to its customers. Along with this, rules and regulations of Australia in terms
of business operations and customer protection are to be identified. Including this, ethical
dilemma which confronts public relation practitioners for government departments will be
introduced in this assignment.
It is recognised that media arises several kinds of questions related to organisational
culture which impacts on entity's market position. However, it is essential to consider ethical
considerations for media and journalist during sharing any information regarding business or
related operations. Media ethics are standards which express amend some rules and regulations
in context to publishing any news and considering journalism. According to Israli legal
philosopher, if liberal values which underline democratic society of not harming others and keep
journalism outside then problems occur which impacts on society and its environment. On the
contrary to this, moral philosopher O'Neill argues that there is need for controlling for press and
spread news in relation to any business culture and its environment. As both philosophers
express different opinions on media and sharing information related to business and its ethics.
However, different ideas and opinions are observed regarding media ethics and appropriate
information to spread.
In addition to this, some rules and regulations in Australia are amended to be considered
for professional communicators to spread information through media. It includes laws amended
under Competition and Consumer (CCA) Act 2010. It emphasis promoting competition, fair
trading and providing protection to customers at most. However, some essential rights are
determined for an individual as public can complaint against their social injustice. Including this,
1

CCA is considered as an act of parliament of Australia which provide legislation for human
rights and public welfare.
It can be understood with Vodafone's case is one of the biggest PR disaster of Australia
on which company got loss in respect of encouraging people towards its services. Under this
scenario, it is evaluated that company's store employee 'Arthur Kotsopoulos' portrayed himself as
“Social media expert” wrote on Facebook and Twitter as “mentally retarded” for people. It is
because of lack of knowledge regarding smartphones which impacted on company's profile and
business performance adversely (BinDhim, Freeman and Trevena, 2014).
1) Ethics in relation to media practice
It is essential to consider ethics during media practising as contacting with public to
communicate about goods and services of any business. For instance: providing true and accurate
information regarding products' quality, pricing, same information during promotion of products
through different sources. However, these ethics are needed to be considered for presenting any
information and building up good relations with public efficiently. Including this, public interests
towards products and services provided by any entity recognised which impact on its
productivity and profitability (Dawson, 2015). Along with this, ethics related to media practising
and promoting goods are identified which impacted on any entity's goodwill and public relations.
In addition to this, several laws are amended under Australian Act regarding business operations
including its marketing activity. Including this, for society's justice against fraud in goods and
services as advertised, different legislation is amended. Similarly, variety of tools are defined to
provide safety and security to people on large scale with company's products and services. In this
regard, by considering ethical considerations and company's norms will be effective to increase
public relations at maximum level.
As according to case study of Vodafone, it is identified that company's “ambassador” and
“social media expert” wrote on social networking site as “mentally retarded” to its customers
because of lack of knowledge of smartphone. It resulted badly on entity's performance in respect
of profitability and marketability. However, number of customers get decreased due to this
which affected demand for smartphones and its services negatively (Vodafone's case, 2016).
Therefore, it is a reason that demonstrates social media role model in improving and decreasing
goodwill of entity. In this case, judiciary of Australia helped to save its image as any employee
2

of the company patriated himself as media expert and commented on people. Including this, it is
rule under Australia's act regarding business that any company can dismiss its employee in case
of immoral behaviour and work against its policy. Therefore, court's decision remain effective to
save up business and reducing in workers who work against of its policy. In addition to this, it is
evaluated that social media plays crucial role in public relations and maintaining entity's business
performance. Including this, it is important to consider ethical considerations before commenting
on social media. Therefore, company's reputation can be enhanced as well public relations will
be maintained effectively.
On this case, philosophers express their views regarding considering ethics for sharing
information through social media. In this regard, journalist views that for using any word and
comment on business and media, it is required to have some limit and licensing. However, it
affects negative image in society related to any business and its operations. Therefore, all ethics
and legislations are needed to be considered in consideration of social media and sharing
information.
However, it is needed to consider ethics during spreading information in public regarding
products' quality. Similarly, each and every aspect for advertising as used sentences, products'
details and so on are required to be checked (Duncan, 2013). It is useful to maintain public
relations and building up society's trust with goods and services. In order to this, entity's
reputation can be maintained in market for longer time period. Thus, competitiveness of the
organisation can be increased at higher level in terms of enhancing demand for goods and
services.
On analysing negative impacts of presenting wrongly on social networking blog, different
negative consequences are identified. For example; decreasing in demand for goods and services,
less interest towards Vodafone's services, decreasing market reputation in market (Fuchs and
Diamantopoulos, 2014). In addition to this, it remains challenging and risky to overcome the
issue as changing negative mind set towards any particular issue. However, advertisement
regulatory bodies of Australia, it is essential to have quality in product which is discussed during
its promotion. Along with this, relations with clients including debtors, debtors and other
businesses become negative which affects market reputation adversely. Thus, it is required to
consider all ethics and tact to increase public relation with Vodafone.
3

However, it is essential to consider and follow on ethics and laws for advertising of goods
and services provided by any entity and encouraging people towards it at higher level. As it
impacts on company's profit level, marketability and competitiveness effectively. In every
company, every management function of organisation focusses on increasing its performance
and growth rate. Likewise, it influences market position of entity and strength to face
competition in telecommunication sector of Australia (Grönroos, 2014). Along with this, it is
crucial to consider all rules and regulations mentioned under laws regarding business and its
marketing activity. Thus, all business activities can be implemented appropriately impacted on
its goodwill and profit level. Apart from this, positive image on telecommunication services of
the entity can be identified impacted on its sustainability in market for longer time period.
Different laws are amended in case of negligence of ethics during promotion of goods
and services as got fraud in products' quality. In addition, consumer protection law prevails
regarding safety and security of an individual in case of default in products and services.
Including this, customers can also take action against fraud and thereby protect themselves. In
addition to this, in case of negligence of quality management tools as ISO mark, labelled quality
and quantity decreases public trust with products of the entity (Hall, Jones and Iverson, 2015).
Along with this, if information given during promotion of products are not similar to actual
goods then customers can take prescribed steps against it. Similarly, anyone can raise voice for
justice considering their human rights. In case of negligence of these laws, strict actions should
be taken against them also impacted on ethics and legislation of the country. Besides this, values
and social ethics for an individual as well entity will be increased at maximum level. Apart from
this, it is also identified that several laws are amended for safety and security of employees under
Employment Act of Australia. However, by considering ethical values impacts on internal
environment of business positively (BinDhim and et.al., 2014). According to mentioned laws
and legislation of Australian laws, it is required to consider ethical tools and legal rules for
public interests and advertising of goods. However, applying all tools and factors will be good
for implementing business activities in context to marketing of goods as well decision making
regarding them. As considering consumer protection laws are made to provide safety and
security to an individual in case of default in products and services. Including this, customers can
also take action against fraud and protecting themselves from fraud.
4

Therefore, it is essential to consider ethical tools during implementing business activities
and its promotion. Along with this, customers will demand for its services at maximum level also
impacted on entity's goodwill and its competitiveness (Vodafone's social media fracas, 2016).
Hence, it is important to consider ethical considerations for making decisions related to business
and marketing activities.
2) Ethical dilemma do you think confronts PR practitioners who work for government
departments or politicians (Essay)
Ethics are considered as systems which demonstrate right or wrong regarding media and public
relations. It works on human morality and justice for an individual and providing his/her rights.
Public relation- The public relation is the most deliberate, planned and sustained effort in order
to establish and maintain the mutual understanding between the organisation and its public. This
is the like the combination of philosophy, sociology, economics, language etc. These kinds of
activities are very important to understand so that there can be maintain good public relation at
any cost. In other words, it can be said that it is the most distinctive management function which
is very helpful in relation to maintain the mutual lines of communication, understanding,
acceptance (BinDhim and et.al 2014). In internal management is very important to maintain the
public relation at the time of promotion in organisation.
Origin of public relation- it is welcomed by the Thomas Jefferson who used the phrase public
relation in the place of the state of thought. After the time of the Second World War the public
relation activity got some much respect in order to maintain the good relation with the people
and the society (Duncan, 2013). Public relation help at the time of marketing and effective
relation in organisation.
Need for public relation- investing in the public relation will be very helpful in order to achieve
the objective effectively and smoothly. This is not creating the good image for the bad team.
With the help of the organisation product and service are good in order to maintain the effective
public relation so it can be able to attract, motivates the public product or services towards the
purpose of the program. In working environment is need for public relation is maintained
internal as well as external environment of organisation.
How does the law and ethics are important to communicators-
The Australian has passes the many kinds of the rules in relation to main the
good public relation with the people. In this manner the Australian competition and consumer
5

commission act publish various kind of the guidelines on the Non-discrimination obligation. The
law and ethics are very important in order to have equal and same regulation to all the people. In
play the role of media it is essential to follow all the guidelines as per the provision of the
Australian act. This kind of morale behaviours are important in relation to harm the
psychological and physical intention of the person. This all need to be followed all the kind of
the standards so that all activities can be run successfully. The communicator is the person who
used to communicate the important information to the publicly this manner they need to use the
good things and should talk in the moral and ethical manner. According to the Australian act it
has been stated that the media plays the important role and create the guidelines for the journalist
so that they can follow them and provide help to people in relation to get the feeling of unequal
and outcast. The media should treat all the people equally and they try to maintain the good
public relation with the people.
Function of public relation- the public relation is establishing the relation among the two
groups. At the time of adversely publicity or at the time when the business enterprise is under
crises plays the role of the effective public relation so that they can able to get to good public
relation support. With the help of public relation is help to maintain the working condition in
organisation (Vodafone's social media fracas, 2016).
Function of public relation-
The public relation is very helpful in order to maintain the relationship between the two groups
of people such are as organisation and public.
Art and science in order to develop the reciprocal understanding and the goodwill.
With the help of this there can be analysis of the public perception, attitudes, identifies the
organisation policy with the help of the public interest then it is very helpful in order to execute
the programmes with the public (Côté-Lussier, 2016).
In public relation is maintained the business environment and help to different group of people in
organisation.
Elements of public relation-
This is one of the effective kinds of planned effort and the management function.
With the help of the Art and science it helps to develop the reciprocal understanding and the
goodwill. (BinDhim and et.al 2014)
It is very helpful in order to analyse the public relation between the organisation and inputs’.
6

The better and effective evaluation of the public attitudes and opinions.
The organisation policies, actions, procedures need to be in the effective and efficient manner in
relation to maintain the public interest and relation.
CONCLUSION
Hereby, it has been concluded that it is essential to consider ethics during media practising
as contacting with public to communicate about goods and services of any business. For
instance, providing true and accurate information regarding products' quality, pricing, same
information during promotion of products through different sources. Therefore, it is needed to
consider ethics and company's reputation before taking any action as promoting goods and
informing about its services on social media negatively.
7

REFERENCES
Books and Journal
BinDhim, N. F and et.al 2014. Pro-smoking apps for smartphones: the latest vehicle for the
tobacco industry?. Tobacco control. 23(1). pp.4-14.
Côté-Lussier, C., 2016. The functional relation between social inequality, criminal stereotypes,
and public attitudes toward punishment of crime. Psychology, Public Policy, and
Law. 22(1). p.46.
Dawson, J. A., 2015. Viewpoint: retailer power, manufacturer power, competition and some
questions of economic analysis. International Journal of Retail and Distribution
Management. 29(1). pp.5–9.
Dicey, 2017. Lectures on the relation between law and public opinion in England during the
nineteenth century. Routledge.
Duncan, T., 2013. IMC: Using Advertising and Promotion to Build Brands. McGraw-Hill.
Fuchs, C. and Diamantopoulos, A., 2014. Evaluating the effectiveness of brand-positioning
strategies from a consumer perspective. European Journal of Marketing. 44(11/12).
pp.1763 – 1786.
Grönroos, C., 2014. The relationship marketing process: communication, interaction, dialogue,
value. Journal of Business & Industrial Marketing. 19(2). pp.99–113.
Hall, D. V., Jones, S. C. and Iverson, D. C., 2015. Consumer perceptions of sponsors of disease
awareness advertising. Health Education. 111 (1). pp.5 -19.
Kaur, G., 2016. Social Media Marketing. Asian Journal of Multidisciplinary Studies, 4(7).
Liese, A.d and et.al., 2017. Food Shopping Behaviors in Relation to BMI Among Residents of
Food Desert Communities in South Carolina. Annals of Epidemiology, 27(8), p.527.
Liese, A.D et.al., 2017. Food Shopping Behaviors in Relation to BMI Among Residents of Food
Desert Communities in South Carolina. Annals of Epidemiology, 27(8), p.527.
8

Rahi, S., 2016. Impact of Customer Perceived Value and Customers Perception of Public
Relation on Customer Loyalty with Moderating Role of Brand Image. The Journal of
Internet Banking and Commerce, 21(2).
Sánchez, and et.al., 2017. Information and Communications Technologies Health Projects in
Panama: A Systematic Review and their Relation with Public Policies. Journal of
Medical Systems. 41(7). p.110.
Trinh and Nguyen 2017, March. EFFECTIVENESS OF MARKETING PUBLIC RELATION:
EVIDENCES FROM VIETNAM. In Proceedings of NIDA International Business
Conference 2017–Innovative Management: Bridging.
Vasuki, R., Aravind, M. and Swaminathan, A., 2017. PROBLEM AND PROSPECT OF
INDUSTRIAL RELATION IN COAL INDUSTRY WITH SPECIAL REFERENCE TO
CCL, COIMBATORE. NOLEGEIN-Journal of Information Technology & Management,
pp.8-12. Meynhardt, T., Neumann, P. and Bartholomes, S., 2016. Public Value Creation
and its Relation to Existing Performance Measures: Evidence from the German Federal
Labor Agency.
Online
Vodafone's case. 2016. [Online]. Available through:
<http://www.smh.com.au/small-business/finance/australias-biggest-pr-disasters-
20130926-2ugli.html>.
Vodafone's social media fracas. 2016. [Online]. Available through:
<http://www.smh.com.au/technology/technology-news/pimp-slap-vodafone-staffer-goes-
postal-20120801-23ec0.html>.
9