CPRS Ethics & Legal Considerations in Public Relations 4

Question 1

A PR agency creates a social media account posing as an ordinary consumer to post positive reviews of their client's product. This tactic violates which FTC guideline?

Accepted Answer

Endorsement disclosure requirements

Answer

FTC endorsement guidelines require disclosure of any material connection between an endorser and a brand, including when employees or paid agents pose as ordinary consumers.

Question 2

Which ethical principle requires PR practitioners to be honest even when the truth may be damaging to their client?

Accepted Answer

The principle of honesty

Answer

The PRSA Code's honesty principle obligates practitioners to be truthful in all communications, even when accurate information may reflect negatively on the client.

Question 3

A nonprofit PR campaign uses an image of a person without obtaining a model release. The organization faces greatest legal exposure under:

Accepted Answer

Right of publicity and appropriation of likeness

Answer

Using someone's image for commercial or promotional purposes without consent can constitute appropriation of likeness, exposing the organization to liability even if the image was taken in a public place.

Question 4

During a product crisis, a company's legal counsel advises 'say nothing' to avoid liability. The PR practitioner's ethical obligation is to:

Accepted Answer

Recommend a transparent communication strategy while explaining legal risk tradeoffs to management

Answer

PR practitioners must advocate for transparent communication while helping management weigh both legal risks and reputational risks, providing counsel rather than simply overriding or deferring to legal.

Question 5

A competitor's trade secret is accidentally emailed to a PR firm. The ethical and legal obligation of the firm is to:

Accepted Answer

Immediately notify the sender, delete the material, and not use the information

Answer

Knowingly retaining or using accidentally received trade secrets can constitute misappropriation; the ethical response is immediate disclosure to the sender and deletion.

(CPRS) Certified Public Relations Specialist Practice Test

(CPRS) Certified Public Relations Specialist Practice Test

CPRS Ethics & Legal Considerations in Public Relations 4