PRSA EQ Quiz - 2010

A “code of ethics”—strictly defined—can be written by any group wishing to distinguish its members in some way from the rest of society, and should be concerned about how the behavior of its members impacts upon society.  

Who are the primary beneficiaries of professional ethics in public relations? (pick just one)

For years your company has used celebrities to endorse its products.  Many of these celebrities have also enthusiastically participated in other feature-like coverage.  A consumer activist group has contacted you, and apparently the media as well, claiming that your company’s failure to disclose that these celebrities are paid makes their endorsements more powerful than they really should be.  In fact, these celebrities may be attracting consumers who can’t afford your products and may buy them simply because of a popular celebrity’s endorsement.   Each of the celebrity endorsements seems perfectly credible.  It is likely that the celebrities do use, appreciate, or recommend these products outside of the visibility that they get in paid placements and public relations activities, for which they also are paid.   The dilemma you face is that some celebrities may not wish the fact that they are being paid to be disclosed.  Some of these celebrities may stop endorsing your product, which could be quite newsworthy.  In any event, you are in the sights of this consumer activist organization.  Which of these potential outcomes presents the greatest difficulty for your company to overcome?  Which element (s) of the PRSA Code of Ethics are affected?  (Select one answer choice.)

You work for a cosmetics company that specializes in marketing its products through department stores and a growing network of “Tupperware”-like parties run by the consultants who work in your department store settings.  One of the most successful sales people is Emily Wilson who (for reasons only she knows), after getting a Ph.D. in psychology from a Midwestern university, chooses to work in one of your cosmetic departments.  She is very good and a great relationship builder with customers.  In fact, many customers call her “Doc.” A local television station calls and asks about her and her credentials.  The reporter seems to think it is pretty cool to have someone like her in a department store cosmetics department.  They want to interview customers to see if they really know why she is called “Doc.” Which provisions of the PRSA Code of Ethics are affected?  (Select the two that apply.)    

You are a senior employee at a large Public Relations firm.  You are approached by a colleague and friend at the firm who is also a senior employee.  She confides in you that her boss, an executive vice president, told her that that he was going to engage in a business deception.  The deception would cost the firm a significant amount of money, but allow the executive vice president to develop an exceptional outcome for a client, which would ultimately be good for the firm.  He assured her that senior management would never find out. She is very uncomfortable; she came to you asking what to do knowing that if she exposed her boss there might be reprisals; from him toward her, from senior management toward her boss, and possibly from senior management toward her if they felt she was equally guilty or if they didn't believe her and thought she was spreading false rumors.  You need to decide what to advise her and what, if anything, you should do with this information independent of her actions. Which two values of the PRSA Ethics Code listed below are most important to take into account?   

You have been working for the Tourism ministry of a Caribbean country (Client A) for a number of years.  In fact, you have established an important reputation based on your work with this country.  You are known for it in the industry and are often called upon to speak about issues that are related to this country’s tourism industry.  It seems that just about everyone on the island knows who you are and what you do.  Now you have been asked, privately, to compete for a major assignment from the Tourism ministry of another Caribbean country (Client B).  Clearly, Client B is asking you to make a pitch because of the success you have had with Client A.  Client B even seems willing to allow you to continue working with Client A, should you be successful in the competition for this major assignment for Client B.  Although the industry in the Caribbean is aware that Client B is looking for special help to resolve their issues, it is customary to keep the identities of the competing firms private until the winner is announced.  You get the sense that you are competing with other successful consultancies from the Caribbean or Central American markets. Which of the following values and provisions of the PRSA Ethics Code are affected?  (Select two.)

An agency employee searched the Web to find information that might be helpful as background for a client presentation.  While searching, he located a presentation that was very similar to the one he would be developing.  He incorporated three of the pages from the 25-page presentation into his draft; no attribution was given to the original author.  Which provision of the PRSA Code of Ethics apply?  (Select the one that applies.)  

The focus of the PRSA Board of Ethics and Professional Standards is to enforce the Member Code of Ethics for PRSA members.  

A team of employees from a company had a two-day offsite meeting.  After the first day of meetings concluded, the group went to dinner at another location.  The meeting and dinner included the department manager.  The meal was charged to a company card by an employee reporting to that manager.  When the meal was expensed, the manager’s name was omitted from the list of attendees to avoid triggering review by the department manager’s boss. Which of the following provisions of the PRSA Code of Ethics come into play?  (Select one.)  

An employee who has a highly visible position within her company also does modeling and acting on the side.  She accepted a gig to appear in a TV commercial for a company that competes against one of the subsidiaries of her existing company.  She would be able to be seen and heard in the advertisement.   Which of the following provisions of the PRSA Code of Ethics are affected?  (Select one.)