ethics alert pr crisis at nasa

Ethics Alert: PR Crisis at NASA

Most of us know that good public relations practitioners facilitate

access and operate in the background.

Apparently, George C. Deutsch, 24, didn't see it that way. According

to an Associated Press article, Deutsch restricted the press access to

Jim Hansen, a noted NASA climate scientist, and insisted that a Web

designer insert the word "theory" before any mention of the Big Bang.

I can understand that Deutsch might have some personal opinions about

these topics, lots of people do, but his personal beliefs should not

intrude on the client, in this case NASA.

In PRSA, we follow a code of ethics that requires the free flow of

information and open disclosure of information. But the following

provision of the code seems most appropriate:

CONFLICTS OF INTEREST

Core Principle: Avoiding real, potential or perceived conflicts of

interest builds the trust of clients, employers, and the publics.

Intent:

* To earn trust and mutual respect with clients or employers.

* To build trust with the public by avoiding or ending situations

that put one's personal or professional interests in conflict with

society's interests.

Guidelines: a member shall...

* Act in the best interests of the client or employer, even

subordinating the member's personal interests.

* Avoid actions and circumstances that may appear to compromise good

business judgment or create a conflict between personal and

professional interests.

* Disclose promptly any existing or potential conflict of interest

to affected clients or organizations.

* Encourage clients and customers to determine if a conflict exists

after notifying all affected parties.

The code requires us to subordinate our personal interests to that of

the client, of course not to illegality. Also, if we have substantial

differences in personal philosophy from our clients, it is our duty to

stand down. Moreover, we should do so before we hurt the client by

becoming the story, as Deutsch did in this case.

What do you think? When does personal belief trump the clients'

interests?

Tags: Ethics|Bad PR|PR|Public Relations

posted by Kami Huyse at 6:55 AM View blog reactions

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