Training & Workshops

Presented by a PRWB trainer, this third module addresses the ethical and relational dimensions of the practice. Participants discover the concept of stakeholders and learn how to map them — a key tool for social acceptability, public participation, and reputational risk management. The module then examines the practitioner’s ethics beyond codes of conduct, the different conceptions of their role (from mercenary to apostle, according to Grunig and Dagenais), and corporate social responsibility, without shying away from the pitfalls to avoid: astroturfing, greenwashing, and pinkwashing. It concludes with the role of public relations as a support for democracy and the free flow of ideas.