THE RIGHT TO IMAGE: HOW SELF-MANAGEMENT AND LEGAL LITERACY SHAPE A RESPONSIBLE PR PROFESSIONAL

Abstract. The article explores the interconnection between self-management and legal literacy of PR professionals as key factors in shaping professional responsibility and a sustainable image in the digital era. It analyses current legal requirements for public communication, including copyright compliance, personal data protection, and liability for disseminating fake information. The importance of individual legal culture is emphasized as a tool for minimizing reputational risks. Practical recommendations are proposed on how to combine legal awareness with effective self-management strategies in the field of public relations. The purpose of the article is to investigate the role of self-management and legal literacy in shaping a responsible PR specialist within the modern information landscape. In particular, the significance of legal awareness as an instrument for minimizing professional and reputational risks is substantiated, as well as the potential of self-management in upholding ethical standards in public communication. To achieve this goal, the research employed methods of analysis and synthesis, comparative legal method, generalization and systematization, logical and dialectical methods, content analysis, and a systematic approach. The study found that the effective combination of self-management and legal literacy is a key factor in forming a responsible PR professional within today’s information ecosystem. It was identified that legal awareness significantly reduces the risk of breaching ethical norms and legal requirements, and consequently lowers the likelihood of reputational damage for both the specialist and the organization represented. It was demonstrated that self-management enhances professional discipline, strategic planning, and prompt response to crisis communication challenges. The most vulnerable areas in practice were found to be copyright compliance, advertisement labelling, and the avoidance of disinformation dissemination. Further research could focus on the development of tools for assessing the level of legal preparedness among PR specialists, studying the impact of legal culture on brand trust in the digital environment, and evaluating the effectiveness of educational programmers on legal self-management in professional communication training. A promising direction also includes the comparative analysis of international approaches to regulating professional responsibility in PR and the implementation of digital ethics standards in communication practice.