Situation Definition
The situation involved three entities: Google, Facebook, and Burson-Marsteller. All three companies are reputable in their distinctive fields. Google is an online search company that dominates the online advertising space. Facebook is the biggest social media platform but is second in the technology sector, only behind Google. Both companies recognize the potential their competitor has especially within their field. Google launched its social media platform known as Google+. Facebook enlists the services of the public relations (PR) company, Burson-Marsteller to help it evaluate the competition posed by Google. Two employees of the PR company, Jim Goldman and John Mercurio, started to contact reporters and technologists. This was in a bid to get them to write stories alleging privacy infringements and violation of the Federal Trade Commission (FTC) rules by Google regarding its Social Circles application. Mercurio is exposed when a blogger reveals emails sent to advance this agenda. When the story breaks, Google declines to comment. Burson-Marsteller distances itself from the actions of these individuals, citing deviation from standard operating procedures. Lastly, Facebook claims it enlisted the help of the PR company to verify people’s negative attitudes towards the inclusion of their Facebook data in Google’s Social Circles.
The ethical principles of public relations that were violated in this scenario include access, disclosure, truthfulness, and process (Grunig, 2014). The principle of access advocates for actions that allow others to function in the marketplace. The actions of PR firms should not stifle the voices of other companies. Disclosure encourages openness about clients and the ability to verify information obtained from the client. Truthfulness advocates for the release of information that can be easily authenticated. The process encourages the release of information that does not impede the activities of other organizations.
Analysis of the Situation
In the above case, there were ethical principles that were violated. These include the least harm, respect of autonomy, and justice (Public Relations Society of America, 2019). The principle of least harm dictates that no harm should come to anyone in the duties of a PR officer. All actions should be intended for good. The two employees of Burson-Marsteller intended to harm the reputation of Google. This was a reputation that it had built over a long time as it gained traction in the market. If their actions had been successful, Google would have lost a significant portion of its clients. With the development of technology, especially social media, privacy has become an integral concern for its users. Mercurio and Goldman were leveraging on creating fear in Google users so that people would avoid its products.
In respect of autonomy, the independence of people in making their own decisions is emphasized. They should individually make decisions on issues that affect their lives. The attempted disparagement of Google’s social image was an attempt to influence the decisions of people in an underhanded manner. This was further aggravated by the use of false information to influence these choices. The two individuals aimed to create the illusion of independence for Google customers. Most people tend to be very vocal on social media. The collection of their information without their consent is a violation of their privacy and is perceived as inconsiderate of their independence. The ploy was also a violation of Google’s independence. It aimed to erode its business using false means unlike the conventional method of competing based on the quality of the products.
The principle of justice was also violated. Individuals engaged in public relations ought to be fair to everyone, even though their clients’ demands are a priority (“Moral Theories,” 2019). This move was unfair to Google as it was based on pretense. The company was not given the avenue to respond to these allegations. The employees did not make any attempt to ensure the veracity of the allegations they were spreading. Competition in business is supposed to be healthy and should be based on the quality of the services provided. They were also unfair to their peers and employers as the exposure of this story created a negative image of the public relations profession. PR officers are best placed to understand how fast bad news spreads and its relative permanence in people’s thoughts. Public relations is a sensitive profession in that it has the potential to make or destroy people or organizations. This underlines the unfairness of their actions as they failed to grasp the magnitude and sanctity of their roles in the business environment.
Decision
The actions of these two individuals are found to be unethical based on the deontological class of morals (“Ethical Theories,” 2019). Deontology stresses that people should be adherent to the obligations that arise from their duties. These obligations may be towards their roles and society. The two men were culpable in lying to society. They wanted to release false information to the public which would have resulted in them making wrong decisions. Their duties demanded honesty which they also failed to adhere to. Their lack of honesty had the potential of causing losses to Google in terms of reputation and financial returns. It was also apparent that this was their main aim all along. Another action that outlines their failure to adhere to their duties was the decision to keep the identity of their client hidden. In PR circles, there should be a clear identity of the individual or organization paying for the services to ensure that their intentions can be interpreted correctly.
Mercurio and Goldman had a greater responsibility to the society to ensure that their actions would not cause any harm to it (“Moral Theories,” 2019). If the rumors had gained traction, it would have led to the public making wrong choices and basing their decisions on wrong information. Some of the members of society make their livelihoods off the technology company, Google. With the loss of users, some of them would have lost their livelihoods. Google’s main function as a search engine performs different roles enabling easy access of information by its users. As they abandoned the site, they would have found it harder to manage as access to information was limited significantly.
The initial response of the company to Facebook’s request should have been a firm negative. It was against its ethical principles and had the potential of damaging the company’s reputation. PR firms should adhere to ethical principles especially those based on deontology. Cases like this should be avoided as it creates a negative image of PR companies in the social space. People will become distrustful of the media and PR firms as a whole. This limits the effectiveness of any message that they may wish to pass along. This effect can be disastrous especially in environments such as the stock market as the investors are suspicious of the press releases. In a world riddled with dishonesty, public relations should aim to be above the fray.
References
- Ethical Theories. (2019).
- Grunig, J. (2014). Ethics problems and theories in public relations. Communiquer. Revue De Communication Sociale Et Publique, (11), 1-14. doi: 10.4000/communiquer.559
- Moral Theories. (2019). Web.
- Public Relations Society of America. (2019). Code of Ethics. Web.