Mini-Case Study Scenario Questions

As president and CEO of a local public relations firm, Student PR, you are asked to approve a new business solicitation letter to local Chamber of Commerce members. It reads in part as follows: Student PR offers the only topquality professional public relations services available in this city. When you compare Student PR with work done by Cuttlefish, Inc., and MediaHits-R-Us (your two major competitors), only Student PR can guarantee to raise the bottom line for your business. You also use a bit of puffery by saying that your firm also serves national clients, even though you have done only local work for the local franchise of a national rental car agency.

1. Knowing the IABC Code of Ethics, what is your decision regarding the ethics of promising to raise the bottom line?

A. It is unethical because the code prohibits guarantees of quality or service.

B. It is unethical because the code prohibits guarantees of specific results, which are beyond the practitioners direct control.

C. Both A and B are correct.

D. It is ethical because professional public relations can affect the bottom line of companies.

E. It is ethical because you would not take on a client without knowing that you can raise its bottom line.

2. What is your decision about trying to impress prospective clients by claiming that your firm has several national clients?

A. It is ethical because a little puffery is fair in a competitive market.

B. It is ethical because you did have one national client and you have a couple of others that look promising because they have expressed interest.

C. It is unethical because you cannot disseminate inaccurate information.

D. It is unethical because you cannot disclose your firms client list.

E. It is not an issue, because you are not the one who will sign the letter.