Case Study On Ethics And Legality In Public Relations Practi

Case Study on Ethics and Legality in Public Relations Practice

Prior to beginning work on this discussion forum, read Chapter 4 in your text and the articles, Why Honesty and Integrity Are Essential in PR, and Crisis Communication and Ethics: The Role of Public Relations. Finally, watch the video Protecting a Company's Public Relationship in Times of White Collar Criminal Crisis. Find a case study in the news, library, YouTube, or other source that blurs the lines between ethics and legality. The seven ethics attributes that public relations professionals use in writing and practice are honesty, fairness, advocacy, loyalty, expertise, independence, and transparency.

Thinking of these seven attributes of public relations ethics, what is your assessment of the case from a PR perspective? Were there any of the seven ethics that seemed to apply more than the others in the case? What are the legal concerns for the organization in this case?

Paper For Above instruction

In this paper, I will analyze a recent case involving a corporation that blurred the lines between ethics and legality from a public relations perspective. The case selected is the Volkswagen emissions scandal, which surfaced in 2015, revealing that the company had deliberately manipulated vehicle emission tests to meet regulatory standards. This case exemplifies a profound breach in ethical standards, raising significant concerns regarding honesty, transparency, and fairness—all core attributes of public relations ethics.

From a PR viewpoint, Volkswagen's initial response was characterized by denial and concealment, which severely damaged its credibility and trustworthiness. The management's failure to promptly disclose the misconduct demonstrated a lapse in honesty and transparency, violating fundamental principles necessary for maintaining stakeholder confidence. The scandal also highlighted issues of fairness, as consumers and regulators were deceived about the environmental impact of VW vehicles, causing harm to public health and trust.

Among the seven ethical attributes, honesty and transparency appeared to be most compromised in this scenario. The company's deliberate subversion of emissions tests was rooted in deceit, which directly contravenes the expectation that PR professionals advocate for truthful communication. Likewise, transparency was lacking, as VW chose to hide wrongdoing rather than proactively address the issue once it was uncovered. These breaches led to a crisis of confidence that required significant remedial strategies, including public apologies, recalls, and regulatory fines.

The legal concerns for Volkswagen are substantial and multifaceted. Legally, the company faced criminal charges of fraud, conspiracy, and violations of environmental laws, resulting in hefty fines and lawsuits. The deception about emission levels constitutes violations of federal regulations enforced by agencies like the EPA and the California Air Resources Board. The legal ramifications extended to potential liabilities for consumer fraud and false advertising, emphasizing the importance of aligning ethical PR practices with legal compliance. Volkswagen’s case underscores how lapses in ethics can escalate into severe legal consequences, adversely impacting organizational reputation and financial stability.

In analyzing this case, it becomes evident that ethical lapses in PR can precipitate legal issues, and vice versa. Ethical communication rooted in honesty and transparency could have mitigated or even prevented the scandal’s escalation. Moving forward, organizations must prioritize ethical standards in all public disclosures to uphold credibility and avoid legal repercussions. Effective public relations strategies should integrate ethical principles as a foundation for communication, fostering trust and safeguarding the organization’s reputation in times of crisis.

References

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