I really enjoyed this video the way it was formed. Ethical conficts and cultural differences exist in public relations and in many other professions as well. When you are planning a campaign it is really important to do a research for the people in the country your campaign addresses to; that is the values, norms and any cultural differences that you need to be aware of. As far as the third challenge, that PR practitioners are often considered as technicians and not managers, this happens a lot. As a consequence, they do not participate in the management decision processe as they should!I think this is worng since PR is about the management of flow of information to the publics. I think there should be a constant top-down communication.