Balancing utilitarianism, absolutism and virtuesm in the face of a public relations crisis presents a serious ethical dilemma. However, decisions must be made by employing the most effective medium of disseminating information or initiating a crisis management strategy. These decisions go over and above the business and permeate into moral discussions and ethics Espina, 2013). Good public relations practitioners aim at attaining efficiency in carrying out business while great PR practitioners achieve efficiency without damaging personal or organizational ethical standards.
As a new Public Relations Director appointed after a SEC financial scandal that caused significant turnover, I have been tasked with briefing investors and incoming Board of Directors on ethical path to address the public relations disaster. Investors want me to be vague whereas the Board of Directors is seeking candid strategies, hence a public relations dilemma. My responsibility is to present strategies of that will repair the reputation while pleasing the investors and the new Board of Managers.
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I will endeavor to be objective, truthful, and accurate in representing the interests of the investors without being vague (PRSA Code of Ethics). On the other hand, my goal is to present to the Board of Directors strategies that will that will address the current public relations impasse. First, the scandal has tainted the image of SEC and investors are on the brink of losing their investments unless public trust is restored. Communicating such information to the new Board of Directors may result in drastic measures which will work to the detriment of the investors.
I will exude honesty in informing the Board of Directors the truth from a relative point of view (Maier, 2015). First, I will charge the Board of Directors with the sole responsibility of following up the financial scandal and bringing the culprits to book. This decision will ensure public confidence and transparency in public eye. Further, it will ensure recovery of lost finances, and eventual charging of the perpetrators. However, it is possible that some investors colluded with the C-Suite managers and directors to benefit, and thus their reputation will be damaged. To prevent a possible fall out of investors, will challenge the Board of Directors to put in place internal control and audit systems that will detect such scandals before they cause damage. I will further recommend that the current investors are safeguarded as a show of public confidence.
I will also recommend a cut of the proceeds in dividends to help SEC remain afloat. This strategy will be deemed as harsh by investors, but further suggest that, after recovery of lost finances, the remaining percentages should be paid to the investors without delay. In restoring public trust, I will recommend to the Chief Finance Officer to ensure that the correct financial information is communicated to the public. However, if the true and fair view of the financial accounts scares away investors, it will be a necessary evil to exaggerate figures to attract more investors and restore the dwindling public relations.
My recommendations focus on enhancing truth in communication and promoting ethical business practices such as fairness and honesty. They provide a moral compass for the company that would enhance public trust going forward. Finally, the recommendations will aid in fostering personal values in running of the company
References
Espina, J. (2013). Honesty and Truth: A Practitioner’s Dilemma. Progressions Advancing the Profession and Future Professionals .
Maier, C. T. (2015). Public relations as humane conversation: Richard Rorty, stakeholder theory, and public relations practice. Public Relations Enquiry, 4 (1). doi:https://doi.org/10.1177/2046147X14554140
PRSA Code of Ethics . www. (2021). Retrieved 21 April 2021, from https://www.prsa.org/about/ethics/prsa-code-of-ethics .
