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The Practice of Public Relations

Fourteenth Edition

Chapter 6

Ethics

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Learning Objectives

6.1 To discuss the one aspect that should differentiate public relations from the law and other business pursuits—ethics.

6.2 To explore ethics—or the lack thereof—in today’s business, government, media, and public relations cultures.

6.3 To discuss the concept of corporate social responsibility.

6.4 To underscore the bedrock importance of public relations professionals “doing the right thing.”

Opening Example: Bow Wow

Rapper reality-star Bow Wow lied about flying on a private jet.

A nearby passenger on a commercial flight reported his lie.

The practice of public relations is about earning credibility. Never lie.

Public relations must be based on doing the right thing, or acting ethically.

Ethics = Great Differentiator

The practice of public relations is all about earning credibility

Credibility begins with telling the truth

Public relations must be based on doing the right thing

Ethics should be the great differentiator that separates public relations professionals from other professions

Ethics should separate public relations professionals from other professions, like lawyers.

Reality Is, Ethics Is Not Always a Great Differentiator

2010 – public relations firm Reverb Communications used employees to pose as customers to post glowing reviews of client video games

2011 – Lanny Davis resigned from post as public relations representative for murderous Ivory Coast leader Laurent Gbagbo

2011 – Fleishman-Hillard executive imprisoned because the office overcharged Los Angeles Department of Water and Power

2012 – Mercury Public Relations showed up at an anti-Walmart union news conference posing as a reporter

The U.S. Federal Trade Commission settled a complaint against public relations firm Reverb Communications for using employees to pose as customers. Other unethical or illegal actions by public relations firms have been brought to public attention. The reality is that public relations professionals do not always act in an ethical way. Lanny Davis, who previously wrote a book about the importance of transparency in public relations, was a hired gun for the murderous Gbagdo regime, which reportedly committed legendary human rights abuses. Fleishman-Hillard overcharged L.A.’s Department of Water and Power about $50,000 a month for three years. Walmart cut ties with Mercury when a junior staff member showed up at an anti-Walmart union news conference, posing as a reporter. The union discovered the ruse and alerted the media.

More Recent Ethics Violations

In 2018, Donald Trump likes to “stretch the truth”

False claim about Tennessee insurers

False claim about China currency

False claim about Steve Bannon

Public relations is suspect in the eyes of many who don’t understand it

Public relations has suffered as much as any profession in maintaining ethical standards.

Learning Objective 6.1

To discuss the one aspect that should differentiate public relations from the law and other business pursuits—ethics.

Ethical issues abound in public relations.

What Are Ethics?

Right vs. wrong

Religious beliefs

What law requires

Acceptable standards of behavior

A sociologist posed the question, what precisely are ethics, to business people and got the answers listed above. An additional response was that the person didn’t know what the word means.

Classical Ethics

Utilitarianism (greatest good for greatest number)

Deontology (do what is right though the world should perish)

Do the right thing

Cardinal rule of public relations: Never, ever lie

Ethical theories range from utilitarianism to deontology. While the meaning of ethics is hard to pin down, it is important to do the right thing and to be honest.

Unethical Behavior (1 of 2)

Government seems perpetually rocked by ethical scandals

In business, insider trading scandals have dominated the news in recent years

In sports, reputations of legendary baseball players, formerly revered cyclist Lance Armstrong were tarnished by steroid use or illegal doping

Unethical behavior is all around us. Public relations professionals are expected to do the right thing.

Unethical Behavior (2 of 2)

In entertainment, Bill Cosby was accused of sexual assault by more than 40 women. In 2018, he was found guilty of assault in the retrial.

In education, the president of Penn State was sentenced to prison in 2017 and the president of Michigan State University resigned in the wake Larry Nassar sexual abuse scandal

The Catholic Church and nonprofit organizations have also had ethical scandals

Unethical behavior is all around us. Public relations professionals are expected to do the right thing. Although the rule is to never lie, a survey of 1,700 public relations professionals revealed that 25% had lied on the job, 39% had exaggerated the truth, and 44% felt uncertain about the ethics of it.

Liar, Liar, Speedo on Fire

In 2016, gold medal-winning swimmer Ryan Lochte lied about being robbed and was hustled out of Brazil

Significance of Ethics to the Practice of Public Relations

The Public Relations Society of America (PRSA) invested $100,000 in revamping its code of ethics

The code of ethics underscored six fundamental values that the PRSA believes are vital to the integrity of the profession

The code of ethics demonstrates the significance of ethics to the practice of public relations.

PRSA Member Code of Ethics 2000

Advocacy

Honesty

Expertise

Independence

Loyalty

Fairness

Figure 6-3 PRSA’s six values

Ethics are standards of conduct that indicate how one should behave based on moral duties and virtues. An individual’s conduct is measured not only against his or her conscience, but also against some norm of acceptability that society or an organization has determined.

Do the Right Thing

Josephson Institute: Ethics are “standards of conduct that indicate how one should behave based on moral duties and virtues”

Right vs. wrong

Fairness vs. unfairness

Honesty vs. dishonesty

Ethics depend on culture, religion, education

A person’s ethical construct and approach depend on numerous factors – cultural, religious, and educational, among others. What might seem right to one person might not matter to someone else. No issue is solely black or white.

Perspectives on Ethics

Utilitarianism – “greater good”

Golden mean of moral virtue – between two extremes

Categorical imperative – act on maxim you will to become universal law

Principle of utility – greatest happiness for greatest number

Judeo-Christian ethic – love thy neighbor as thyself

Classical ethical distinctions exist. Philosophers throughout the ages have debated the essence of ethics.

Utilitarianism suggests considering the greater good rather than what may be best for the individual.

To Aristotle, the golden mean of moral virtue could be found between two extreme points of view.

Kant’s categorical imperative recommended acting “on that maxim which you will to become a universal law.”

Mill’s principle of utility recommended “seeking the greatest happiness for the greatest number.”

The traditional Judeo-Christian ethic prescribes “loving your neighbor as yourself.”

Practice of Public Relations Misunderstood

Public relations people can’t assume ethics are strictly personal choices

Public relations people must adhere to a high standard of professional ethics

All one has in public relations is his or her reputation

When you lie, you lose it

Public relations people can’t assume ethics are strictly personal choices without relevance or related methodology for resolving moral quandaries. A high sense of ethical conduct must distinguish those who practice public relations.

Applied Ethics

Professional ethics

Public relations people must always tell the truth

Honesty and fairness are at the heart of public relations

Are we doing the right thing?

Professional ethics, often called applied ethics, suggests a commonly accepted sense of professional conduct that is translated into formal codes of ethics. If the ultimate goal of the public relations professional is to enhance public trust of an organization, only the highest ethical conduct is acceptable. Views have changed over time. At its essence, the ethical heart of the practice of public relations lies in posing one question to management: Are we doing the right thing?

Learning Objective 6.1: Discussion Question

How would you define ethics?

Learning Objective 6.2

To explore ethics—or the lack thereof—in today’s business, government, media, and public relations cultures.

Business ethics is not an oxymoron, but some think of it that way.

Ethics in Business (1 of 2)

Why do people think business ethics is an oxymoron?

“Among the more than 14,000 publicly registered companies in the U.S. and the even larger number of privately held companies there is a class of people who will lie to the public, the regulators, their employees, and anyone else in order to increase personal wealth and power.”

(Describes CEOs)

Confidence in business has deteriorated. Confidence in senior leadership fell to 62% in 2011. One-third of U.S. employees said their own managers “didn’t exercise ethical behavior.”

Ethics in Business (2 of 2)

Investments in ethics and compliance programs

Corporate codes of conduct

Increase public confidence

Stem tide of regulation

Improve internal operations

Respond to transgressions

Firms increased their efforts to make their activities more transparent to the public. Most organizations devoted an increasing amount of time to corporate ethics. Companies conducted periodic risk assessments. Formal codes of conduct can help accomplish a number of public relations purposes.

Ethical Violations by Corporate Executives

Madoff’s Ponzi scheme bilked investors out of $7.3 billion

R. Allan Stanford convicted of swindling clients out of $7 billion

Rajat Gupta fed insider information to hedge fund felon Raj Rajaratnam

Public actions resulted in historic lows of CEO trust.

Confidence in Senior Leadership Fell

One-third of U.S. employees said their managers “didn’t exercise ethical behavior”

“Crooked CEO” redundant?

To stem the feeling that chief executives and their companies weren’t acting ethically, a number of firms made their efforts more transparent to the public.

Severing His Head… and Her Own Gig

Comedian Kathy Griffin posed holding a mask of Donald Trump’s bloody, severed head

The response was negative and Griffin apologized

People did not think her apology was genuine

Kathy Griffin made a joke that went beyond the acceptable boundaries of ethics.

Discussion Questions

How would you assess Kathy Griffin’s handling of her ethical crisis?

Were you her public relations representative, what would you suggest she do now?

Griffin ultimately took back her apology when an interviewer in Australia talked with her.

Learning Objective 6.2: Discussion Questions

How important is the ethical component of the practice of public relations?

Why have corporations adopted corporate codes of conduct?

Learning Objective 6.3

To discuss the concept of corporate social responsibility.

Closely related to the ethical conduct of an organization is its corporate social responsibility (CSR).

Corporate Social Responsibility

How companies manage business processes for a positive societal impact

Any social institution is responsible for the behavior of its members and may be held accountable for misdeeds

Today’s social responsibility programs are sophisticated

In the late 1960s, social responsibility was done in response to legal or activist pressures. Now, organizations treat it like any other management discipline. They analyze the issues, evaluate performance, set priorities, allocate resources to the priorities, and implement programs that deal with issues within the constraints of the organization’s resources.

Partial List of Social Responsibility Categories (1 of 2)

Product lines

Marketing practices

Corporate philanthropy

Environmental activities

Product lines – dangerous products, product performance and standards, packaging, and environmental impact

Marketing practices – sales practices, consumer complaint policies, advertising content, and fair pricing

Corporate philanthropy – contribution performance, encouragement of employee participation in social projects, and community development activities

Environmental activities – pollution control and climate change projects, adherence to federal standards, and evaluation procedures for new packages and products

Partial List of Social Responsibility Categories (2 of 2)

External relations

Employment diversity in retaining and promoting minorities and women

Employee safety and health

External relations – support of minority enterprises, investment practices, and government relations

Employment diversity in retaining and promoting minorities and women – current hiring policies, advancement policies, specialized career counseling, and opportunities for minorities

Employee safety and health – work environment policies, accident safeguards, food and medial facilities.

Ethics in Government

24-hour cable news, always on blogosphere increases scrutiny

Barely a quarter of Americans were satisfied with the way the nation was being governed by the President in 2018

President Bill Clinton was impeached

President George W. Bush and Vice President Dick Cheney were criticized for their disposition and corporate energy affiliations

President Obama was attached for politicizing the path to citizenship and providing guns to Mexican arms traffickers

No administration could escape the harsh glare of prying eyes noting ethical failures.

Sleaze Factor Poisons Politics (1 of 2)

In 2010, former Vice President Al Gore was accused of assault

In 2011, Democrat Congressman Anthony Weiner left the House after sexting with young women

In 2012, presidential candidate John Edwards was accused (but not found guilty) of using campaign funds to hide a mistress and love child

In 2014, New Jersey Governor Chris Christie caused traffic jams on the George Washington Bridge on purpose to get back at a political opponent

There have been political scandals throughout the first two decades of the 21st century, which makes the public less willing to tolerate ethical violations from their elected officials.

Sleaze Factor Poisons Politics (2 of 2)

In 2018, Special Prosecutor Robert Mueller charges Trump campaign associates with a number of violations

Ethics in government is likely to become even more important

Voters will insist representatives are honest, trustworthy, and ethical.

Test Your Workplace Ethics (1 of 2)

Is it wrong to use your company email for personal reasons?

Is it wrong to use office equipment to help your family and friends with homework?

Is it wrong to play computer games on office equipment during the workday?

Is it wrong to use office equipment to do Internet shopping?

Is it unethical to visit pornographic websites using office equipment?

What’s the value at which a gift from a supplier or client becomes troubling?

34% said personal email on company computers is wrong

37% said using office equipment for homework is wrong

49% said playing computer games at work is wrong

44% said Internet shopping at work is wrong

87% said it is unethical to visit pornographic sites at work

33% said $25 is the amount at which a gift from a supplier or client becomes troubling. Another 33% said $50. Another 33% said $100.

Test Your Workplace Ethics (2 of 2)

Is a $50 gift to a boss unacceptable?

Is it okay to take a pair of $200 football tickets as a gift from a supplier?

Is it okay to take a $120 pair of theater tickets?

Is it okay to take a $100 holiday fruit basket?

Is it okay to take a $25 gift certificate?

Is it okay to accept a $75 prize won at a raffle at a supplier’s conference?

35% said a $50 gift to the boss is unacceptable.

70% said it is unacceptable to take $200 football tickets.

70% said it is unacceptable to take $120 theater tickets.

35% said it unacceptable to take a $100 fruit basket.

45% said it is unacceptable to take a $25 gift certificate.

40% said it is unacceptable to take the $75 raffle prize.

Ethics in Journalism (1 of 2)

Respect dignity, privacy, rights and well-being of people when gathering and presenting news

Do not communicate unofficial charges affecting reputation or moral character without giving accused chance to reply

Guard against invading a person’s right to privacy

Journalists at all times will show respect for the dignity, privacy, rights, and well-being of people encountered in the course of gathering and presenting news.

Ethics in Journalism (2 of 2)

Do not pander to morbid curiosity about details of vice and crime

Judgments against ethical standards

Plagiarism in The New York Times, Washington Post, Boston Globe

Refusal to reveal sources/suppressing news

Get stories at any cost/pay for stories

NBC Nightly News anchor Brian Williams made up facts

Sexual harassment sunk the careers for well-known journalists from prominent outlets in 2017

Unfortunately, what is in the code often doesn’t reflect what appears in print or on the air. Journalists’ judgments can run into ethical principles, especially when every citizen is a publisher on the Internet.

Lack of credibility hurts journalists. News has been broadened to include adversarial screaming. Ratings suffered for networks that opted out/remained neutral.

Journalists’ Code of Ethics

The Society of Professional Journalists has elaborated in some detail on the ethical guidelines that should govern all journalists. Reprinted by permission of the Society of Professional Journalists.

Learning Objective 6.3: Discussion Question

What is corporate social responsibility?

Learning Objective 6.4

To underscore the bedrock importance of public relations professionals “doing the right thing.”

Ethics should be the great differentiator between public relations and other professions.

Ethics in Public Relations

Public relations practitioners must be the standard bearers of corporate ethical initiatives

Public relations consultants must counsel their clients in an ethical direction

It is imperative that practitioners emulate the highest standards of personal and professional ethics. Public relations professionals should also counsel their clients in an ethical direction.

Relevant Ethical Theories (1 of 2)

Attorney/adversary model

Lawyers and public relations are advocates in an adversarial climate

Both assume counterbalancing messages will be provided by adversaries

Two-way communication model

Collaborate, work jointly with people, listen and give-and-take

Balance role as advocate with one as social conscience

In the attorney/adversary model, practitioners have no obligation to consider the public interest or any other outside view beyond that of their client.

In the two-way communication model, Grunig suggests the practitioner balances his/her role as a client advocate with one as a social conscience for the larger public.

Relevant Ethical Theories (2 of 2)

Enlightened self-interest model

Do well by doing good

Companies gain a competitive edge and are more respected in the industry

Responsible advocacy model

Professional responsibility: first loyalty to clients

Responsibility to voice opinions of organizational stakeholders

In the enlightened self-interest model, Baker suggests companies gain a competitive advantage if they behave ethically in the marketplace.

In the responsible advocacy model, there is a reconciliation between being a professional advocate and a social conscience.

Six Core Values

Advocacy – act as responsible advocates; never reveal confidential or private client information

Honesty – don’t embellish or lie

Expertise – guide client decision-making

Independence – strike an independent tone

Loyalty – loyalties must remain constant

Fairness – treat even obnoxious reporters with fairness

The PRSA has been a leader in the effort to foster a strong sense of professionalism among its membership.

Axing a Beloved Prairie Home Companion

National Public Radio’s Garrison Keillor was accused of sexual harassment

6.11 What do you think of NPR’s response to the complaint that its former star was guilty of sexual harassment?

The icon who retired from A Prairie Home Companion but was retained as an on-air consultant was fired following sexual harassment charges.

Case Study Discussion Questions

6.12 Had Garrison Keillor hired you to defend him, what would you recommend he do?

6.13 Assume for a moment that Keillor’s explanation of what he did was accurate. Given the strength of the #MeToo movement, do you think, realistically, that Keillor could have changed public opinion about the allegations against him?

Garrison Keillor did not agree with NPR’s decision in response to what they described as multiple allegations over years.

An Interview with Howard J. Rubenstein (1 of 3)

President of Rubenstein Associates

“Public relations is the art of conveying an idea or message to a wide variety of publics utilizing multiple forms of communications.”

There are a variety of contexts, tools, and communications that are used in public relations.

An Interview with Howard J. Rubenstein (2 of 3)

Key attributes that distinguish the best public relations professionals:

Ethics

Intelligence

Willingness to put in the time and hard work

Write well

Speak effectively

Creativity and Imagination

Professionals in the field should be able to stretch the envelope as far as technique and methodology go, without forgetting what they are trying to achieve.

An Interview with Howard J. Rubenstein (3 of 3)

Key to interesting a journalist in a client’s story:

Know the media outlet and what the story is

Reach out selectively

Keep the pitch succinct

Don’t waste a reporter’s time

Offer a story that is accurate, do so in a forthright and honorable way, help the reporter do his or her job well.

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