Ooops–that was supposed to be “climate,” not “client.”

L.M. Steen’s example of the “boxy but safe Volvo” caught my attention–because I have wondered for several years why Volvo allowed itself to be purchased by Ford–a company that has given the public ample reasons *not* to trust it on safety (two examples: Pintos that explode, Explorers that roll over). Considering that safety was the main brand attribute that Volvo stressed for decades, I think the only reason there hasn’t been a huge backlash is that Ford is very quiet about its ownership.

Of course, there are honest ways to do business, and they actually work better. In my award-winning sixth book, Principled Profit: Marketing That Puts People First, I show why honesty and integrity are cornerstones of business success. And in the Business Ethics Pledge (linked from my name, above), which Joan has mentioned in Publicity Hound, I encourage businesses to declare their values publicly, recognizing that it improves public perception as well as helps create a client where this kind of behavior is not tolerated.

Unfortunately, the ethical lines have become obscured. How we deal with that is up to each PR person and what they’ll tolerate while trying to do their own job.

However, I always wonder, as Leigh Ann does, how is it that a person could be in the business of representing someone or an ideal to the general public yet not know the rules? Perhaps something for Plato to muse. Misleading others is basically lying and is as old as Time.

And you guys are right; so many product have doctors promoting them, and many studies are sponsored by companies that benefit from positive outcomes. I actually don’t have a problem with either, from a strictly journalist point of view, as long as it’s crystal clear what’s going on. If a press release quotes a doctor, the bias is clear, and medical journals print conflicts of interest. In both cases, I have the power to choose not to print or at least divulge the conflict of interest — because it’s been divulged to me.

My beef is with submitting a quoted opinion to me, in which the doctor casually mentions a brand name, but which never mentions the conflict of interest. For example, sometimes I ask for tips from doctors. I love telling our readers the brand names unbiased doctors recommend! But I was surprised that this publicist claimed ignorance about the fact that conflicts of interest are absolutely unacceptable.

Do you guys really think this is something publicists don’t know?

Thanks again,

Leigh Ann Hubbard
Managing Editor
James Hubbard’s My Family Doctor

I’m sure that the PR person in question just wanted to get her client some ink. And frankly, a lot of reporters just want a quote. Most do not have the time to do the research and it would be my guess that people get away with this type of thing more than we realize.

However, in my opinion, the onus of responsibility lies with the PR person to always conduct business on behalf of the client in the most ethical manner possible. If there is any question at all, a good rule of thumb is to let the opportunity go.

The lines between ethical and common practice have blurred just as they have in politics. And, in the area of publicity. Perhaps, most turn a blind eye to have jobs.

I agree with Leigh Ann that it isn’t acceptable. If PR has become confused with ethical issues, find someone else. IF that’s possible. Reminds me of a movie many years back with Dustin Hoffman playing a crazed PR man who was sick of lying and sold “Boxy but Safe” Volvos.