 Another important theory is theoretical principles virtue-ethics. Virtue-ethics as we all know is traditionally being proposed by Aristotle and his ancient Greeks. Ancient Greek times, virtue-ethics had a lot of focus on virtue-ethics and all the actions and all the possible interpretations were done in the light of virtue-ethics. It assumes that by practicing being honest, brave, just, generous, or any other positive virtue-ethics, so on, a person develops an honorable and moral correct. And by hosting various habits, people will likely make the right choice. By saying it simply, that if a good person has good virtues, he will make any decision because he has a good intention, society will look at him from a good point of view. And if at some place and some time, such an act will happen which will not be so justified, then his assessment will be done in the eyes of virtue rather than looking at it to the law and looking at it to the certain other principles. What are its limitations? This is something very serious to talk about. To understand its possibility, it is necessary that if a pious person, a very righteous person, a very religious leader, commits a crime, then do we look at the implications of his crime in society from the perspective, like we look at a person's crime which is already notorious, has already been punished three times, and his fame in society is not good by name. If we look at the law, then the law says that both are equally vulnerable and they both should be punished equally. But if we look at it from the point of view of virtue ethics, then Greek mythology explains it in a way that if someone has no intention and something has happened to him, then we should not look at him in that circumstance, like we look at a criminal act. Historically, there have been a lot of incidents like this in which some senior citizens from western countries, senior level citizens, had an accidental crime and the rules and regulations for that were used by that country from where that senior level citizen came. But if we look at the crime of the citizens of our underdeveloped countries or any activity in the eyes of a developed country's law, and we understand that it is not justified according to their law, then the law of underdeveloped countries does not apply. So it means that the virtue theory is being partially, you know, still implemented into various parts of the world, where there are values, a strong name, a strong social status, or you have a significant position in society, so there, by and large, we see that regardless any part of the world, virtue ethics can be seen and its application can be seen. So we should keep some things in consideration for this. First, the virtue ethical theory judges a person by his character rather than an action which may deviate from the normal behavior. So this theory is looking at its overall character, which has a very big limitation, it is not looking at its abnormal act. Second weakness of virtue theory is that it does not take into consideration persons change in moral character. So this point of view does not focus on the fact that in its moral character, even if once a change, even if once an insignificant thing has been done, but if it has given an abnormal behavior pattern, that should be weighed very carefully. We should not ignore it. But virtue theory says that we will look at its general character, its overall personality strength, we will not look at any of its actions. We will look at its intention, whether it was intention to do this or not. Third, virtue ethics require the decision makers to understand, but virtues are good for the public. You know this is again very important as I earlier mentioned in previous lectures, that it is very important to understand the definition of right and wrong for our society so that we can apply the principles of virtue ethics to society in a better way. If we use the virtues of society as virtue therapy or virtue ethics principles and society does not follow any good standards, it means that the situation is a total disaster. It is a losing situation. But if society practices very good moral values and very good standards, then virtue principles can be applied in a win-win situation. So we really need to be very careful in this. These three theories of ethics, from the foundation of normatic ethics conversation which we talked about, it is very important how the public-relation professionals should also understand how to apply these concepts to the actual practice of the profession. Perhaps there are some situations where we feel that the principle of virtue application can be very useful. Maybe in some situations we find that yuletarianism is a right choice to do. So this is very important to compare and contrast the situation in which we are going to apply these theories. For that, we need to make a proper decision-making and before planning a research, we need to outreach its benefits and risks and see what kind of principles we need to apply. Especially in terms of different social settings, it is very very important and it is very crucial for any researcher.