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Case 12: Conflicting Loyalties

Case 12: Conflicting Loyalties. The cases in this chapter examine conflicting loyalties in public affairs. Does the media carry a particular mandate from subscribers and audiences?

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Case 12: Conflicting Loyalties

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  1. Case 12: Conflicting Loyalties • The cases in this chapter examine conflicting loyalties in public affairs. • Does the media carry a particular mandate from subscribers and audiences? • Does the press have a legitimate advocacy function, or does it best serve democratic intermediary, a conduit of information and varying opinions? • Should the press just mirror events or should they provide a map that leads ins audience to a particular destination?

  2. Chapter 12 Cases • Case 52: A New Client? • Case 53: Case I: Friends? Case II: The Friendly Journalist • Case 54: Politician Pitching Pills? • Case 55: All Too Human? • Case 56: The Long-Distance Client

  3. Case 51: A New Client? • Facts – Empirical Definition • Values • Principles • Loyalties Alcohol ads can either promote abuse or responsibility.

  4. Should employees compromise their values from past experiences for the companies they work for and clients they campaign for? • Is it possible to balance personal values that result from a bad past experience with alcohol with promoting a campaign for alcoholic beverages? • What about a scenario with tobacco? Extremes of advertising alcohol. Alcohol’s presentation can be the factor for either abuse or responsibility. — + abuse responsibility

  5. Case 51: Additional links Does it work? — An abstract from research of pro-social message effectiveness. Pro-social ad campaign — This article is directed towards youth and decision-making. It also covers the effectiveness of pro-social advertisements. Counter-advertising — Review about alcohol counter-advertising and the media. Blue Valley Vineyards — winery website.

  6. Case 52: Case 1: Friends? Case 2: The Friendly Journalist? • Facts – Empirical Definition • Values • Principles • Loyalties OR Friendship interference with job responsibilities. Not what you know, but who you know.

  7. The scale for following business ethics, which are ranked from most important to least important. • Is it disloyal to allow friendships to interfere with job responsibilities? • In these two cases, is there a preferential treatment of friends? • What about an ethical distinction between financial matters as opposed to information access? • How does the Judeo-Christian “Golden Rule” fit these two cases?

  8. Case 52: Additional links Ethics Officer Association — This site provides the association’s historical background, what it is about and its value and mission statement. • United States Sentencing Commission. Organizational ethics — This is the Ethics Resource Center’s ethic philosophy in the workplace. • About ERC. • Recent study of workplace ethics conducted by the ERC. The case of Enron — The case of Enron is an example of unethical practices in the workplace. This article discusses the ethical culture in the workplace and whether or not it is disappearing.

  9. Case 53: Politician Pitching Pills • Facts – Empirical Definition • Values • Principles • Loyalties Former Senator Bob Dole Viagra

  10. Former Senator Bob Dole endorsed Pfizer’s pharmaceutical drug Viagra. • Would the American public want all active politicians—even those just out of office—to become spokespeople for categories of goods and services they recently regulated? • What ethical principles should guide the behavior of those who endorse products, and, in particular, such critical products as prescription drugs?

  11. Case 53: Additional links Speaking out — This is a transcript of an interview among Larry King, Bob and Elizabeth Dole. Halfway through the interview, they began talking about the Viagra ads Bob Dole represented. Regulating DTC ads — This article discusses the FTC’s comments made to the FDA for improving their direct-to consumer advertisements. Included is a link of the full text comment. Rules of endorsement — This is the FTC guidelines for endorsements and testimonials in advertising.

  12. Case 54: All Too Human? • Facts – Empirical Definition • Values • Principles • Loyalties Stephanopoulos and Clinton before All Too Human George Stephanopoulos: former advisor to former president, Bill Clinton

  13. All Too Human illustrates the application of the Golden-mean decision • What ethical principles and values should a spokesperson consider when revealing information about former clients? • How does this correlate with expectations of confidentiality? • Furthermore, what are the ethical implications of major news organizations hiring intimate political allies of public leaders as news commentators? No revelation Reveal everything All Too Human between the two extremes

  14. Case 54: Additional links Between loyalty and betrayal — this article examines the controversy behind Stephanopoulos’ book All Too Human and the evaluation of his loyalty. “Kiss and Tell?” — transcript from “NewsHour,” which features Stephanopoulos as a guest; the hosts discuss the matter of loyalty to the President. An audio clip of this segment is available. Chapter 1 — excerpt from Chapter 1 in All Too Human All too absurd? — a critical look at George Stephanopoulos Life as a news anchor — Background information of George Stephanopoulos provided by the ABC network.

  15. Case 55: The Long-Distance Client • Facts – Empirical Definition • Values • Principles • Loyalties

  16. At the left is an example of international public relations between Ruder Finn and the government of Herzegovina (President Alija Izetbegovic). • What ethical guidelines do corporations need to follow when they campaign for long-distance clients? • Is it right for practitioners to seek to persuade Congress to take action on behalf of another nation?

  17. Case 55: Additional links Code of Ethics — This is a link within the PSRA for the organization’s Code of Ethics for public relations. It also includes links to other ethical resources. Mission of the International Federation of Communications Association. On the Move — Ruder Finn connections in public affairs and global issues, featuring GlobeComm. There is also a list of clients served through Ruder Finn. • “Why Not Bosnia?” — Ruder Finn won the PRSA Silver Anvil Award. International Association of Business Communicators — This site provides information about the organization, including its vision, theme and structure for communication. • Code of Ethics for professional communicators. Unethical media practices — Examples provided by the IPRA that violate the IPRA’s code of conduct. • Press releases for media transparency. • Code of Venice

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