Solution Manual for Practice of Public Relations

13th Edition Seitel 0134170113 9780134170114

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Chapter 6: Ethics

Teaching Perspective

Chapter 6 deals with the quality that differentiates public relations from most other
practices: ethics. Today, with communications standards sagging, business leadership
reputations skewered, and lying becoming more commonplace—no subject is more
important for public relations professionals and students.

The ethical problems of the CEOs, sports stars, political figures, celebrities, even
the Catholic Church -- have had a profound impact on society. It’s one thing when a
celebrity icon like Tiger Woods or Bill Cosby admits to questionable behavior. But when
the chief executives of some of America’s most influential companies admit to cooking
the books, duping the public, and outright lying to the shareholders, something is very
wrong in our society.

In general, public relations practitioners in their unique role of representing both

the organization’s and the public’s best interests, must be ethical in all that they do. This
chapter, then, talks about the implications of ethics in public relations as well as in
business, journalism, government, and organizations generally.

The Chapter 6 Case Study explores the alleged ethical misdeeds of entertainer Bill
Cosby. Subject of the From the Top interview in Chapter 6 is legendary New York
practitioner Howard J. Rubenstein.

Among topics discussed in Chapter 6 are:

Ethical issues abound

Doing the right thing
Ethics in business
Corporate codes of conduct
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 Corporate social responsibility
Ethics in government
Ethics in journalism
Ethics in public relations

A Question of Ethics: Sorry for Your Loss but….Nice Bag

In the last half of the second decade of the 21st century, celebrity sells. In fashion
marketing, there’s nothing unusual about a high-end company promoting itself with
photos of a Hollywood actress wearing its clothes or carrying one of its couture
handbags.

But fashion designer Valentino made a huge mistake in winter 2014 when it promoted
Amy Adams carrying its Garavany Rockstud Duble bag in New York. Unfortunately,
Adams was pictured carrying the bag to the funeral of her film co-star Philip Seymour
Hoffman, who had died of a drug overdose.

Almost immediately, Adams’s representative quickly distanced the actress from

Valentino and said she had no idea the photo would be used that way. A chagrined
Valentino also wasted little time in responding, after Web sites and tabloids pointed out
the tasteless photo.

Possible Answers:

1. In this situation, what else could Valentino have done? As any ethical
organization would do in a public relations crisis, the company apologized, took
responsibility, and put a human face on their organization.

2. In the future, Valentino needs to vet its publicity much more carefully, making
sure that its celebrities are not photographed or referenced using their products in
any sensitive or controversial situations.

Discussion Starters

1. Ethics are the guidelines and standards that govern our society.

2. The state of ethics in all sectors of society leaves something to be desired.

3. Ethics are vitally important in the practice of public relations.

4. In some cases, to respond to public pressure. But even before CEO scandals broke
and Wall Street melted down in the early 2000s, corporations were concerned
about how society judged them. A number of highly publicized cases in recent
years have made corporate codes of conduct even more imperative.
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 5. This is the responsibility of corporations to serve the public good, even beyond
producing worthwhile products and services.

6. Scott McClellan’s memoirs brought into question the ethical responsibilities

relative to confidentiality and loyalty, of someone entrusted as a public relations
representative.

7. In the attorney/adversary model, the client’s best interests are paramount over any
other. In the enlightened self-interest model, the public good is sacrosanct.

8. The public today is less tolerant of ethical violators, because it has had its fill of
self-dealing, unscrupulous executives, who rob from the public to line their own
pockets. On the other hand, there are many contemporary examples of the public
granting “second chances” to those who have violated ethical standards.

9. These six values underpin the desired behaviors of any public relations
professional: 1) advocacy, 2) honesty, 3) expertise, 4) independence, 5) loyalty,
and 6) fairness.

10. A public relations professional must be an advocate for his/her client but always
an “honest broker” who never ever lies.

Case Study: Ethical Hammer Falls on Daddy Huxtable

For decades, there was no more beloved entertainment figure than Bill Cosby. Comedian,
actor, author, and philanthropist, Cosby rose from the projects of Philadelphia to become
one of the brightest stars of his era. He enjoyed a reputation for ethics and honesty around
the world.

And then, 40 years after his meteoric rise to stardom, Cosby’s ethical reputation absorbed
a hammer blow that would ultimately prove fatal to his career. Starting in 2005, women
began to raise allegations of drugging and sexual assault that shook the Cosby empire.
New allegations and negative media reports continued to dog the entertainer for several
years afterward, although his lawyers shrugged it all off as preposterous.

In 2014 and 2015, more media reports surfaced from women charging that Cosby had
drugged them in order to commit sex acts from the 1960s through the 1980s. They
described him as a calculating and manipulative predator. Both Netflix and NBC,
announced they were shelving plans for the comedian’s comeback.

Through it all, Cosby continued to refuse to address the mounting allegations. In several
media interviews, he would not directly confront the growing list of abuse charges that
had scuttled his once-impeccable reputation. The legal proceedings related to this case
continue to unfold.
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Possible Answers

1. What Cosby pursued in this case could hardly be deemed a “strategy,” much less
a “public relations strategy.” As at least one public relations expert has noted, the
best public relations in the world cannot repair an image if reality is destroying it.

2. With Cosby in this much serious legal trouble, I would have advised him to
decline the NPR interview invitation. What could he stand to gain from it?

3. In this case, there is no defensible public relations strategy for Bill Cosby without
the truth. The only course would be to admit the wrongdoing and take your lumps
in the court of law and the court of public opinion. In other words, once unethical
behavior has occurred, there is no defensible strategy to cover for it.

Chapter 6 Review Quiz (* Indicates Correct Answer)

1. The study of ethics concerns _______________.

A. Right v. wrong
B. Fairness v. unfairness
C. Honesty v. dishonesty
D. All of the above *

2. Corporations have adopted corporate codes of conduct to _______________.

A. Increase public confidence

B. Stem the tide of regulation
C. Improve internal operations
D. All of the above *

3. Corporate codes of ethics contain the following broad areas of commentary

_______________.

A. Return on assets
B. Conduct and affirmative duties *
C. Profitability analysis
D. Strategic guidance

4. The norm that holds that any social institution is responsible for the behavior of
its members is _______________.

A. Social responsibility *
B. Public communications
C. Management by objectives
D. Management by walking around
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5. The broadcaster who fell from grace as a result of a media ethics scandal in 2015
was _______.

A. Brian Williams *
B. Dan Rather
C. Larry King
D. Tom Brokaw

6. It is imperative that public relations practitioners emulate _______________.

A. Moderate standards of ethics

B. Ethical standards equivalent to marketing professionals
C. Ethical standards equivalent to lawyers
D. The highest standards of ethics *

7. In the final analysis, the ethics of any organization comes down to

_______________.

A. Its policy statements

B. Its corporate mission
C. Its people *
D. Its programs

8. Television journalists have been confronted with disturbing ethical dilemmas.

A. True. *
B. False.

9. Conflicts of interest shouldn’t be discussed in corporate codes of ethics.

A. True.
B. False. *

10. Social responsibility should be optional for any company.

A. True.
B. False. *

11. A statement of corporate philosophy is necessary in creating a corporate code of

ethics.

A. True. *
B. False.

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 12. Golden State Warriors coach Steve Kerr committed an unethical act with his plans
to shake up his starting lineup so that he could take his opponents by surprise.

A. True.
B. False. *

13. Name the six qualities of the public relations professional, cited in the PRSA’s
ethical code.

Advocacy
Honesty
Expertise
Independence
Loyalty
Fairness

14. A partial list of social responsibility categories might include what elements?

Product lines
Marketing practices
Employee services
Corporate philanthropy
Environmental activities
External relations
Employment of minorities and women
Employee safety and health

15. What are several key ethical principles for public relations people?

Deal fairly with clients and employees.

Adhere to truth and accuracy and generally accepted standards of good taste.
Conduct their lives in accord with the public interest.
Do not intentionally communicate false or misleading information.

Chapter 6: Essay Examinations

1. Discuss the essence of public relations ethics.

The essence of public relations ethics boils down to “doing the right thing.” The
cardinal rule of public relations is to never lie. If an employer or client suggests
lying about something, it is the duty of the public relations professional to point
out the fallacy in such an approach and convince them to change course. Failing
that, an ethical practitioner cannot afford to be associated with deceit or untruth.
They would have to ask to be re-assigned or resign their post.

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2. Discuss the fundamental difference between public relations ethics and legal
ethics.

Lawyers tell a client what he or she “must do” to defend himself in a court of law.
Public relations professionals tell a client what he or she “should do” to represent
him or herself in a far different court—the court of public opinion.

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