A common activity of public relations practitioners is to write news releases on behalf of a client or employer. At times, the content and choice of words in a news release can be an ethical dilemma. Consider the following two scenarios:
The president of a small business software company wants to get some publicity and visibility in the business press. He asks you to write a news release announcing that the company has recently received major contracts from large corporations such as General Electric, AT& T, Starbucks, and Exxon/ Mobil. The president then adds, we only have a contract with AT& T right now, but we’ve been talking to the other companies, and it’s a pretty sure thing that they will sign on”. Given this information, would you go ahead and write the news release? Why or why not?
A top- level executive has been fired by a company for manipulating accounts and claiming more sales for her division than could be documented. The media are calling about the executive’s departure, so the president asks you to write a short news release saying that the executive has resigned” to pursue other business opportunities.” Would you go ahead and write the news release? Why or why not?
