Sarah Davies
Ethics and Law #1
Comms 336
May 28, 2014
What Would You Do?
The evolution and adoption of the Internet has facilitated the development of Consumer
Generated Media as one of the most compelling and trusted forms of marketing communication
(Maurya, 2011). While much good and convenience has resulted from this surge in technology,
its existence has also introduced a new facet of ethics never before confronted. The issue of false
advertising, deceiving endorsements and misguided testimonials published through blogs pose
significant risk of ethical catastrophe in the work place. This paper will outline PRSA’s Ethical
Decision-Making Guide, provide a Matrix analysis and application and then dig deeper into
modern day examples of ethical dilemmas and how they can be prevented.
PRSA’s “Ethical Decision-Making Guide
1. Define the specific ethical issue/ conflict
As a newly hired intern for a notable marketing and public relations firm, I have foud
myself in an ethically compromising situation after my supervisor instructed that I post a series
of glorified reviews about our client’s new computer game products. My conflict with this
situation is that I have tried the game and do not believe it is deserving of the four and five start
ratings my supervisor has requested I post. I am now faced with a decision as to whether I will
fulfill my boss’s request and maintain her trust by posting the reviews or if I will do what is
ethically right and refuse to post the reviews.
2. Identify internal external factors that may influence the decision
External: One of the main external factors in this situation is the pressure applied by my
supervisor to post the fabricated reviews. As a brand new intern, I have earnestly tried to
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make a good impression on my supervisor, as I know I will need their recommendations
as I pursue future career endeavors.
Internal: The main internal factor is my sense of ethics and moral judgment. Despite the
justifying notion that I don’t think I would get caught I do not morally feel right positing
the reviews.
3. Identify key values
o Legal values- The FTC forbids false or deceptive advertising including that of
dishonest testimonials and misleading claims about products.
o Ethical/ moral values- Ethical values involve thinking about morality, moral
problems, and moral judgments (Smudde, 2005).
o Professional values- Enhancing the profession and assuring that the public interest
is being protected.
4. Identify the parties who will be affected by the decision and define the public relations
professional’s obligation to each.
o My relationship with my supervisor will be affected by my decision to not post
the illusive review as I have an obligation as her employee to fulfill her requests.
o My relationship with the client may be impacted for the worst by my decision not
to post the reviews, as I have an obligation to the client to help improve their
marketability and overall success as a company.
o My future employer(s) inclination to hire me may be affected by the decision I
make choosing whether to be ethical or not. I have an obligation to be a
trustworthy and reliable employee for any organizaton.
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o I will personally be affected by my decision whether or not to post the reviews as
I have an obligation to myself to uphold my moral and ethical beliefs.
5. Select ethical principles to guide the decision-making process.
The ethical principals motivating my choice to not write the misleading reviews are that
of honesty, transparency, disclosure, fairness and morals. Another motivating principle was
learned through the notable public relations firm, Edelman and its unfortunate experience with
flogging. Flogging or fake blogging is done for the purpose of generating website traffic and is
widely considered unethical. In 2006, Edelman hired three employees to write “glowing”
reviews for Wal-Mart under false pretenses. They ended up getting caught and facing a series of
legal implications. I intend to learn from the example of Edelman flogging for Wal-Mart and
seek to make a better decision (Utter, 2006).
6. Make a decision and justify it.
I have made the decision to respectfully reject the supervisor’s request that I post
deceptive reviews as I feel it is unethical. I have made this decision based on my own personal
code of ethics, PRSA’s code of ethics and most importantly my desire to be a fair and trusted
public relations professional. As I am just in beginning stages of my professional career, I am not
willing to compromise what I know to be right for a trivial recommendation from my supervisor
as I understand that the repercussions of my actions may affect me in my future years to come.
Matrix Analysis and Application
SWOT: (The following SWOT analysis will take the perspective of choosing to be ethical and
not participate in false advertising by writing the reviews)
Strengths:
o Retain the respect of future employers.
o Gain the respect and trust of work associates as they see my honesty.
o Stay true to my notion of personal ethics.
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o Generate confidence in knowing I did the right thing.
Weaknesses:
o Lose the recommendation of my supervisor for future job applications.
o Damage relationship with my client and producer of computer game.
o Appear to others that I was unwilling to work hard.
o This may ultimately place me at risk for jeopardizing my internship.
Opportunities:
o Make a bold ethical statement to members of company.
o Actions call attention to the ethical morale of the company.
o Cause others to reevaluate their ethics.
o Draw attention from leadership that may be impressed by someone who stands by
their convictions.
o Earn an honest and trustworthy reputation.
o Get promoted or hired.
o Secure future employment based on moral character.
Threats:
o The reaction of the supervision may make me look bad.
o The client may request that I get taken off the account.
o The worst-case scenario may result in losing the internship opportunity.
Situation Analysis:
As an intern for a prominent strategic communications firm, I have been placed in a
compromising ethical situation by my supervisor who has asked me to post glowing consumer
reviews on one of our clients new computer game products. My supervisor has specifically
requested that I post the misleading reviews to Apple’s iTunes Store under a series of different
account names with the intention of generating more website traffic and increasing sales. The
dilemma comes with the fact that I have played the game and do not feel it is deserving of the
four and five star ratings my supervisor has requested I post.
In either circumstance I am bound to face consequences of my decision. If I decide to go
ahead and post the reviews I will be compromising my legal, ethical and professional values,
discrediting my trustworthiness and potentially even risking future employment opportunities. If
I decide to stand up to my supervisor and not post the falsified reviews, I run the possibility of
losing her as a recommendation for future employment and may even result in losing my job.
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Core Problem:
After careful planning, I will respectfully decline my supervisor’s request to post
deceptive product reviews for one of our clients new computer game products, which if I fail to
do this will result in a violation of ethical conduct and may jeopardize future employment
opportunities.
Digging Deeper
1. One area of ethical concern for public relations professionals is the proper use of
testimonials and endorsements, especially in blogs. Read the document “FTC” publishers on the
textbook’s companion website. Explain the concept of “material connections” and how public
relations professionals can prevent ethical situations from arising.
In this context, the term “material connections,” refers to payments or free products
offered as a type of incentive between advertisers and endorsers. Enticements of this nature are
very commonly used as a substitute for monetary collateral when exchanging goods; this is
particularly prevalent in the world of blogging (Maurya, 2011). Disclosure is justified in any
situation where the consumer would be unlikely to expect a relationship. This general rule of
disclosure applies to all people including celebrities who also have a duty to disclose their
relationships with advertisers when making endorsements outside the context of traditional ads,
such as on talk shows or in social media.
Public relations professionals can prevent questionable ethical decisions in their practices
by always disclosing any and all “material connections,” between those with whom they
advertise for. This will uphold the notion of transparency and trust amongst consumers and
outside observers. Another strategy public relations professions might implement to avoid any
negative speculation of poor ethics may be creating a company wide policy that all blog
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advertising must be paid for. Finally, public relations professionals should carefully select who
they choose to associate in the blogging world. By controlling the content and access to
resources, public relations firms will be able to better maintain trusted reputations. (Smudde,
2005)
2. Another FTC settlement involved Reebok’s proof for the claims for the advertising
products. The FTC’s response is available on the textbook’s companion website. What PRSA
code principles are involved with this case?
Beginning in early 2009, Reebok made claims that its “RunTone” shoes were proven to
strengthen hamstrings and calve muscles up to 11 percent and that just by walking its product
could “tone the buttocks” up to 28 percent more than regular sneakers. As these claims ran
extensively through print, television and internet ads, the Federal Trade (FTC) Commission
began to be get suspicious. These deceptive claims ultimately cost Reebok $25 million in
consumer refunds and significantly tarnished their credibility as a brand. The FTC’s 2011
settlement with Reebok involves three key principles of PRSA’s code of ethics.
The first of these claims is the legal issue of false or deceptive advertising. This case
specifically violates the guidelines set out by the FTC as Reebok made claims stating that
their “toning shoes,” would provide extra tightness and strength to leg and buttock muscles. This
was an unsupported assertion they were unable to uphold by any means of valid evidence. The
second PRSA code of ethics being infringed upon in this case is that of protecting public interest,
one of PRSA’s very core values. This would include a commitment to providing accurate
information so that customers can make wisely informed purchasing decision. In this case
Reebok’s false advertising did not equip the customer with the most accurate information and
lead many to splurge on shoes with the understanding that they would ultimately help them get
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into better shape. The final PRSA code principle involved in this case is that of honesty. One of
PRSA’s core values includes that of upholding honesty and transparency in all dealings. The lack
of disclosure on the reality of the situation has left many devoted Reebok customers questioning
their loyalty.
Conclusion
In summation I have decided to stand up to my supervisor and not fulfill her request to
write fictitious reviews. I have made this decision based on legal, ethical and professional codes
of conduct. PRSA’s “Ethical Decision-Making Guide,” allowed me to walk through the problem
step by step to identify the root of what was really going on. The Matrix analysis allowed me to
better assess my situation and all of the options that I have. Finally by digging deeper I was able
to apply these principles to real life ethical situations people are faced with. I believe my
decision, though initially hard to make will end up serving me well as I begin my career as a
public relations professional having been honest with both myself and my associates.
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Works Cited
FTC Press Release. "FTC Publishes Final Guides Governing Endorsements,
Testimonials." Federal Trade Commission. 5 Oct. 2009. Web. <http://www.ftc.gov/newsevents/press-releases/2009/10/ftc-publishes-final-guides-governing-endorsements-testimonials>.
FTC Press Release. "Reebok to Pay $25 Million in Customer Refunds To Settle FTC Charges of
Deceptive Advertising of EasyTone and RunTone Shoes." Federal Trade Commission. 28 Sept.
2011. Web. <http://www.ftc.gov/news-events/press-releases/2011/09/reebok-pay-25-millioncustomer-refunds-settle-ftc-charges>.
Maurya, Mohit. "Evolution of Blogs as a Credible Marketing Communication Tool.."Journal of
Case Research Vol. 2.Issue 1 (2011): p71-90. 20p.. Print.
Smudde, Peter M. "Blogging, Ethics and Public Relations: A Proactive and Dialogic
Approach." Public Relations Quarterly Vol. 50.Issue 3, (Fall 2005): 34-38. Web. 27 May 2014.
Utter, David. "Wal-Mart, Edelman Flogged For Blog." WebProNews. Web Pro News, 16 Oct.
2006. Web. 27 May 2014.
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