"Getting a seat at the table is not about gaining power; it's about bringing something useful to the discussions that happen there. For a public relations practitioner, these days more than ever, that means a knowledge of ethics" —Dick Martin, co-author (with Don Wright) of "Public Relations Ethics: How to Practice PR Without Losing Your Soul."
Martin, former CCO of AT&T, bridges the theoretical with the every day, demonstrating through recent case studies how ethical reasoning can make or break a company's reputation. This is a must-have for those who practice PR and those preparing to. The book also offers an online forum for updates and discussion on current matters of ethics: http://updates.prethics.com/