In This Is Pron Chapter 5 Theoretical Underpinnings

In this Is Prreadchapter 5 Theoretical Underpinningschapter 6 Pr Ethi

In this Is PR read Chapter 5, Theoretical Underpinnings Chapter 6, PR Ethics and Responsibilities Chapter 7, PR and the Law To complete this assignment, please select a famous person or a company with ethical problems and answer these questions. 1) What ethical problems are being faced? 2) What legal issues are involved? Be sure to use the text. 3) What strategy would you suggest as the PR representative to improve the person’s image? 4) How would this strategy affect the different publics? 5) If you were the PR person in this situation, which of your ethics would be helpful and which ones could provide a problem for you? Remember to demonstrate that you understand and can apply the text material. Write out the questions completely and then answer them. Be sure to support your ideas with outside research. Use the APA method of documentation. This paper should be 7-10 pages minimum.

Paper For Above instruction

In the realm of public relations, ethical considerations and legal issues often intertwine, especially when managing crises involving public figures or corporations facing ethical dilemmas. This paper explores a case involving a company with controversial ethical problems, analyzes the legal implications, and proposes strategic PR responses grounded in ethical principles and legal realities. The focus is on understanding the core ethical issues, the legal context, and formulating an effective communication strategy that considers the diverse publics affected by the controversy.

Case Selection and Ethical Problems

For this analysis, the chosen case is that of Johnson & Johnson during the Tylenol cyanide crisis of 1982. Although historically regarded as a successful crisis management example, it exemplifies significant ethical dilemmas related to corporate responsibility, consumer safety, and transparency. The ethical problems faced included product safety concerns, corporate transparency, and the moral obligation to protect consumers from harm. Johnson & Johnson’s decision to quickly recall Tylenol capsules and communicate openly with the public was driven by an ethical commitment to consumer safety and trust, despite potential financial losses and legal liabilities.

Legal Issues Involved

Legally, the Tylenol crisis involved serious concerns surrounding product liability, regulatory compliance, and consumer protection laws. The Consumer Product Safety Act and the Food, Drug, and Cosmetic Act provided the framework for holding companies accountable for unsafe products. Johnson & Johnson’s prompt recall and transparent communication were crucial in complying with legal standards and avoiding further liability. Additionally, the crisis underscored the importance of regulatory agencies like the Food and Drug Administration (FDA) in overseeing product safety and responding to public health threats. The legal landscape emphasizes the necessity for companies to uphold safety standards and to act swiftly in public health emergencies.

Proposed PR Strategy to Improve the Company’s Image

The strategy would involve a comprehensive crisis communication plan rooted in transparency, accountability, and corporate social responsibility. Initially, the PR approach should focus on honest disclosure about the incident, the steps being taken to address the issue, and ongoing efforts to enhance product safety. Engaging with media promptly and consistently, using multiple channels, and providing updates reinforces trust. Additionally, publicly emphasizing a commitment to consumer safety and implementing stronger safety protocols can restore public confidence. Engaging stakeholders—consumers, regulators, and the community—in dialogue demonstrates responsibility and integrity.

Impact of the Strategy on Different Publics

This strategy impacts multiple publics distinctly. Consumers will likely appreciate transparency and feel reassured that their safety is prioritized, potentially strengthening brand loyalty. Regulators and government agencies may see the company as compliant and cooperative, fostering improved relationships. Investors could view the proactive response as a positive sign of responsible management, possibly stabilizing shareholder confidence. The community benefits from increased safety measures, which may enhance the company’s reputation as an ethical corporate citizen. Overall, a transparent, accountable approach fosters trust and mitigates damage to reputation.

Ethical Principles That Guide or Challenge the PR Professional

As a PR professional, guiding ethics such as honesty, responsibility, and fairness are essential in managing the crisis. Honesty ensures truthful communication; responsibility aligns actions with moral obligations to protect public health; fairness involves respecting the interests of all stakeholders. However, challenges may arise from conflicting principles, such as the pressure to protect the company's image versus the moral obligation to disclose full details. Maintaining integrity requires balancing transparency with strategic communication, adhering to ethical codes established by organizations like the Public Relations Society of America (PRSA).

Conclusion

The Tylenol cyanide crisis exemplifies the critical role of ethically grounded public relations in navigating complex legal and moral issues. An effective strategy centered on transparency, accountability, and stakeholder engagement can restore trust and reinforce a company's reputation. Ethical considerations not only underpin communication strategies but also serve as moral compasses guiding PR professionals through challenging situations. Embracing these principles ensures that public relations efforts contribute positively to societal well-being while sustaining organizational credibility.

References

• Coombs, W. T., & Holladay, S. J. (2012). The Handbook of Crisis Communication. Wiley-Blackwell.
• Fearn-Banks, K. (2010). Crisis Communications: A Casebook Approach. Routledge.
• Information for the Tylenol crisis: U.S. Food and Drug Administration. (1982). News release and recall notices.
• Public Relations Society of America. (2021). Code of Ethics. https://www.prsa.org/ethics
• Seeger, M. W. (2006). Best Practices in Crisis Communication: An Expert Panel Process. Journal of Applied Communication Research, 34(3), 232-244.
• Ulmer, R. R., Sellnow, T. L., & Seeger, M. W. (2018). Effective Crisis Communication: Moving From Crisis to Opportunity. Sage Publications.
• Grunig, J. E., & Hunt, T. (1984). Managing Public Relations. Holt, Rinehart & Winston.
• Roper, K. O., & Ema, S. (2017). Ethics in Public Relations. Routledge.
• Wilcox, D. L., & Reber, B. H. (2013). Public Relations Writing and Media Techniques. Pearson.
• Coombs, W. T. (2014). Ongoing Crisis Communication: Planning, Managing, and Responding. Sage Publications.