The PRSA Code Of Ethics

Summary of the case

The head of the public relations team for Status Labs Image Management drafted an ad to be sent out to hundreds of reporters and news bloggers asking them to include their client’s names in news stories online or in print. The ad asks reporters to mention Status Labs by including a “discussion of our clients in a natural, organic way”. The ad also includes a brief statement that mentions that they will pay the reporter who makes a quality story that mentions their client, Status Labs Image Management. This portion of the ad reads, “What we’re paying varies wildly depending on quality of the secured hit. We’ve paid up to a dollar per word for great placement. What payment structure would you be comfortable with?”

Ethical Question

Bribing reporters and their news organizations to mention the client’s name is unethical. If this alert is released, the reporters may face negative consequences, and the client and public relations team might lose credibility and trust. The central ethical question is, “will we post this bribe for our clients?”

Values in Conflict

Application of teleological theory

The PR team should represent their client in ethical ways and should not use bribery to get their clients name out there. By sending out the report, they would be jeopardizing the reputations of all parties involved (the news organizations, the PR team, and the client) for a quick publicity stunt. They would be sponsoring content that the public might confuse with news. The PR team would be using dishonest methods in order to gain recognition for their client. They would also not be acting independently by utilizing the journalist’s power in order to have their clients name be including in a news report or editorial. By not sending out the alert, the PR team would be adhering to the value of honesty and independence.