Ethics: The News Media Reported On A Large Number Of Co

Ethics. The news media have reported on a large number of corporate Sca

Ethics. The news media have reported on a large number of corporate scandals and misbehavior by governmental officials and celebrities in recent years. Based on the e-Activity, describe and explain how ethics played a major role in a public relations campaign in either a positive or negative way. Chapter 6 “Ethics in Public Relations” describes four ethical theories important to the practice of public relations. Based on the e-Activity, explain in detail how a public relations campaign applies one or more of these ethical theories.

Paper For Above instruction

Ethics fundamentally underpin the practice of public relations (PR), shaping the strategies and messages used by organizations to manage their reputation and relationship with the public. The role of ethics in PR campaigns can significantly influence public perception, trust, and ultimately, the success or failure of the campaign. This essay examines the impact of ethics—both positive and negative—in a real-world public relations campaign, with a particular focus on how ethical theories guide decision-making within these campaigns.

A notable example illustrating the positive influence of ethics in public relations is the response of Johnson & Johnson during the Tylenol crisis in 1982. When cyanide-laced Tylenol capsules caused several deaths, Johnson & Johnson quickly acted to withdraw the product from shelves and initiated a widespread recall. The company prioritized consumer safety over short-term profits, demonstrating a strong ethical commitment. This action was guided by deontological ethics, which emphasize duties and principles. Johnson & Johnson upheld the moral duty to protect consumers, adhering to their obligation to prioritize human safety over maintaining sales. Their transparent communication and swift response fostered public trust, which ultimately helped the brand recover from the crisis and even enhanced its reputation (Coombs & Holladay, 2012).

Conversely, public relations campaigns have also demonstrated how ethical lapses can lead to significant reputational damage. A stark example is the Volkswagen emissions scandal in 2015. Volkswagen engaged in deceitful practices, installing software to manipulate emissions tests and give a false impression of compliance with environmental standards. The company's actions reflect a failure to adhere to ethical principles such as honesty and integrity, resulting in severe backlash from consumers, regulators, and the media. The scandal exemplifies a violation of virtue ethics, which emphasize moral character and virtues such as honesty. Volkswagen’s disregard for ethical standards resulted in legal penalties, financial losses, and long-term damage to its brand image (Ewing, 2017).

In analyzing these cases through the lens of ethical theories, one can see how the choices made reflect different moral frameworks. The Johnson & Johnson response aligns with utilitarianism—a consequentialist theory—where actions are judged by their outcomes, prioritizing the greatest good for the greatest number. Their swift and transparent response minimized harm and restored public trust, exemplifying utilitarian ethics in practice (Coombs & Holladay, 2012).

Furthermore, virtue ethics offers additional insight into the Volkswagen scandal. Virtue ethics emphasizes the importance of moral character, including virtues such as honesty, courage, and integrity. Volkswagen’s decision to manipulate emission results indicates a lack of these virtues, leading to unethical conduct and long-term damage. This case underscores that corporate culture and leadership values significantly influence the ethical conduct of organizations (Zizzo, 2016).

Public relations professionals rely on these ethical theories to craft campaigns that balance organizational interests with moral responsibilities. Ethical PR involves transparent communication, accountability, and respect for stakeholder interests. When organizations adhere to deontological principles, they follow rules and duties that prioritize honesty and fairness. Applying virtue ethics encourages cultivating organizational virtues and ethical leadership, fostering a culture where ethical decision-making is the norm.

In conclusion, ethics play a pivotal role in shaping public relations campaigns' success and reputation management. The Johnson & Johnson example demonstrates how ethical principles can guide positive actions that enhance trust, while Volkswagen exemplifies the detrimental consequences of ethical failure. The application of ethical theories such as utilitarianism and virtue ethics provides a framework for understanding and guiding ethical decision-making in public relations, ultimately influencing organizational credibility and long-term sustainability.

References

• Coombs, W. T., & Holladay, S. J. (2012). The Handbook of Crisis Communication. Wiley-Blackwell.
• Ewing, J. (2017). Volkswagen scandal: A case study in corporate ethics failure. Journal of Business Ethics, 143(2), 319-330.
• Fisher, C. (2010). Decoding the ethics of public relations. Journal of Communication Management, 14(2), 135-150.
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• Zizzo, D. (2016). Virtue ethics and corporate social responsibility: An empirical perspective. Business Ethics Quarterly, 26(4), 521-545.
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