From the Public Relations Society of America
Board of Ethics and professional standards
Code of Ethics Case Study Series
Directions: After reading the PRSA Code of Ethics (Brightspace [BRT] Reading), please read the following hypothetical case scenario and answer the questions below in complete sentences.
Assume that you are the director of public relations for “Megabucks Energy Company,” a
Houston-based Fortune 500 oil and gas exploration and production company.
Megabucks has been experiencing declining profits due to drops in oil and gas prices.
Recent drilling on one of the companys properties in the Java Sea has produced
promising results of a significant new oil and gas reservoir. Although geological testing
is incomplete, rumors are flying in the marketplace about the potential of this new well to
significantly increase Megabucks profits. Senior management asks you to prepare a
news release that responds to these rumors and downplays the significance of the find.
As part of your research, you discover internal reports that show that this new well is,
indeed, a major discovery and that further testing is planned simply to determine the size
of the reservoir. What would you do?
This is a completion-based participation activity. This means that if you complete the activity, put in the requisite effort, follow the directions, and submit the activity, then you will earn full credit for this assignment.
1. Define the specific ethical issue(s) and/or conflict(s) associated with this case.
2. Identify internal and external factors that may influence the decision.
3. Identify the key values associated with this case.
4. Identify the parties who will be affected by the decision and define the public relations professionals obligation to each
5. Select ethical principles to guide the decision making process and explain why they are relevant.
6. Make a decision and justify the decision
Please answer each question in a separate paragraph and numbered.
