I know the issue of ethics has probably been drilled into our heads since the first PR class and hearing the words "ethics" and "PR" in the same sentance makes us shriek. However whilst overlooking the workings of a PR consultancy, the issue become poignant once again.
Recently a heavy hitter from a well known fast food franchise made contact with gt and asked them to help with their new "healthy eating campaign". Whilst this is not a new initative for fast food outlets, the fact that they are aiming their produce at the family unit as a frequent weekly meal questions the validiy of the statement.
He rambled on about how his compeditors were using battery chickens and over processed meats; but his products were "healthy"...Questionable.
This meeting, whick went for a good 40 mins ended with gt agreeing to write up a pr proposal to develop this product.
This poses the question as to what is ethical and as a PR consultancy can you pick and choose your clients based on their morals? Does meeting your bottom line come before ethics?
Working at gt has opened my eyes to the fact that you don't want to make enimies in this business because Perth is small and people talk. Whilst gt have never said no to a client, they haven't been faced with bikies, anti- semitism groups or pro/anti abortion assemblies. I am not questioning their values.
Whilst supporting a fast food outlet is not quite as extreme as any of the above, the contribution to supporting fast food could lead to the contribution to obesity. This is a distant link, however it again raises the question that often punishes the PR profession; IS PR ETHICAL?
Until next time, Jane
1 comment:
Hi Jane,
You make some interesting points about PR and ethics. I agree with what you say in that PR organisations are faced with challenges when selecting which clients they choose to represent and support in pursuit of their objectives. Although you have not named this 'fast food' company you met with, you also have not indicated whether in fact this new healthy menu was an improvement on their last menu?
If the organisation has taken a step in the right direction to providing better options for consumers this is not unethical. Fast food chains exist and are profitable because there is strong market demand for their products. Consumers should be held responsible for their purchase behaviours, not the fast food company. Customers should educate themselves on healthy and control the frequently and quantity of their consumption of foods which are unhealthy. I do not think it is fair to hold the organisation accountable for obesity.
Consequently, I believe that gt have not been confronted with ethical dilemmas. Perhaps if you mentioned the new healthy menu was actually calorie ladden and posed the same health risks as the current menu but the organisation was marketing the products as healthier this would be an ethical dilemma.
Nevertheless, well done. This was a great read. Enjoy the rest of your placement.
Suzi x
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