Public Relations Ethics in Public Relations 2 — Questions and Answers
Question 1: What does the FTC require when a blogger or social media influencer promotes a product in the US?
- They must register with the FTC before posting any promotional content
- They must disclose their material relationship with the brand (Correct answer)
- They must only post positive reviews to comply with endorsement standards
- They must submit all posts for FTC review and approval first
Correct answer: They must disclose their material relationship with the brand
The FTC requires bloggers, influencers, and endorsers to disclose any material connection (such as payment or free products) to the brand they are promoting.
Question 2: A PR practitioner discovers their client is engaged in illegal activity. What does the PRSA Code of Ethics advise?
- Cover up the activity to protect the client relationship
- Immediately alert law enforcement without informing the client
- Counsel the client to stop and consider resigning if they refuse to comply (Correct answer)
- Issue a press release denying all knowledge of the situation
Correct answer: Counsel the client to stop and consider resigning if they refuse to comply
PRSA ethics require practitioners to counsel clients against illegal or unethical activities, and practitioners should consider resigning if the client refuses to act ethically.
Question 3: What is 'greenwashing' in the context of PR ethics?
- Funding environmental cleanup projects as part of a CSR program
- Making false or misleading environmental claims to appear more eco-friendly (Correct answer)
- Hiring certified environmental consultants to develop green PR campaigns
- Using green color schemes in brand marketing and communications materials
Correct answer: Making false or misleading environmental claims to appear more eco-friendly
Greenwashing is the unethical practice of making false or exaggerated environmental claims to create the impression that a company or product is more environmentally responsible than it actually is.
Question 4: Which practice violates the PRSA Code of Ethics by corrupting the information channels of the media?
- Issuing a detailed and factual press release
- Paying journalists directly for favorable news coverage (Correct answer)
- Hosting a media conference with open Q&A
- Promptly responding to all media inquiries
Correct answer: Paying journalists directly for favorable news coverage
Paying journalists for favorable coverage (pay-for-play) is explicitly prohibited by the PRSA Code of Ethics because it corrupts the integrity and independence of media channels.
Question 5: What is a 'front group' in terms of PR ethics violations?
- A PR firm's senior management team that manages client relationships
- An organization that appears independent but is secretly funded by a hidden special interest (Correct answer)
- The first response team activated during a PR crisis situation
- A group of trained spokespeople who publicly represent a client organization
Correct answer: An organization that appears independent but is secretly funded by a hidden special interest
A front group is an organization that presents itself as independent or grassroots but is secretly funded and controlled by a hidden special interest, which constitutes deceptive communication.
Question 6: In whistleblower situations, what is a PR practitioner's primary ethical responsibility?
- Always side with the organization to protect the employer relationship
- Keep all internal information strictly confidential regardless of its nature
- Balance loyalty to employer with the obligation to protect the public interest (Correct answer)
- Immediately publicize all whistleblower claims to the media
Correct answer: Balance loyalty to employer with the obligation to protect the public interest
PR practitioners must balance their professional loyalty to their employer with their broader ethical obligation to protect the public interest and avoid participating in concealing wrongdoing.
Question 7: Simultaneously representing two directly competing clients in the same industry creates what type of ethical problem?
- Full service representation
- Dual representation
- Conflict of interest (Correct answer)
- Competitive representation
Correct answer: Conflict of interest
Representing competing clients in the same industry creates a conflict of interest because the practitioner cannot fully and independently serve both clients' strategic interests without compromising one.
Public Relations Ethics in Public Relations 2
What does the FTC require when a blogger or social media influencer promotes a product in the US?