Ethical Quandary

Lawyers? Public Relations Officers? they are clearly two distinct professions. However, there are some instances where they seem to have more in common than one might think. Ethics is a term that is not endearing to the practice of law or public relations. Both are accused of spinning the truth, and even lying in order to protect their client. That is the nature of the business whenever a clientele pays good money to hire a PR agency or an attorney. Even though the public perspective of public relations is built on an outdated co-relation between propaganda and misconception, there is no denying that individual clientele thrust an individuals ethical morals to the back burner.

And then there is Joe Paterno. 46 years of service, 409 wins, 5 undefeated teams, college football hall of famer, and the face of Penn State University for almost half a century. A resume and a reputation that makes life easy for any public relations team.

It is said that we are defined not by our mistakes, but by how we handle them and learn from them. It is true when an individual is in the spotlight their mistakes are exemplified, however they are also provided with Public Relations professionals that assist in exonerating those mistakes. Past examples have shown that no matter how cut-throat the media is towards an individual; time and a good public relations team can help repair any reputation. When it comes to sports, there are two factors that assist in altering an individuals public perspective from negative to positive after a crisis. The first is a public relations team helping to subliminally and externally restore the public perception that was established prior to the incident. The second relies on the athlete achieving a level of success that the public is used it.

Kobe Bryant and Michael Vick both successfully restored their image by utilizing a public relations team and achieving a level of success in their sport. Tiger Woods and his representatives have done a good job handling adversity and rearranging the public focus from his scandal to his golf game.....now if only he could win a damn tournament all would be forgiven!

This leads us to the next big scandal in sports. Penn State's former defensive co-ordinator has been charged with over 40 counts of child molestation. My focus is not on Jerry Sandusky. Public Relations can do nothing for Sandusky. My focus is directed at the hall of fame coach; Mr. Joe Paterno. Paterno has already hired a public relations team to do crisis communications for him in an attempt to maintain his legacy. The nature of the beast is that no matter how unethical a job might seem there is always someone willing to accept it. I guess that is one of the aforementioned similarities between lawyers and PR teams, and furthermore why the negative public perception of PR has persisted throughout time. When you align yourself as a Public Relations officer for a clientele; are you in turn aligning yourself with that individual, or worse condoning what that individual has done?

The truth is if you agree to work with Tiger Woods, you do not have to condone adultery; if you work for Michael Vick, you do not condone animal abuse. Contrary to some public perception, Public Relations workers are capable of morality and ethics. It is all subjective to the individual. Many PR officers would ethically not have been able to represent Michael Vick, Kobe Bryant, or Tiger Woods. Our ethical morality defines what we can and can not do within the industry. There are limitations for some while others can overlook the moral quandary and take the humanistic element out of play, leaving "the job to be done".

Personally, I could work with Tiger to rebuild his reputation, I could work with Vick, and I could work with Bryant (only because I dont think anyone believes he actually raped her). Even with the limited information that has leaked to this point, I could never do public relations work for Joe Paterno. Interesting to note that Tiger had a boatload of affairs, Vick mutilated and tortured defenseless animals, and Kobe at least engaged in an extra-marital affairs, yet the one person I would not represent ethically is the guy who "did nothing". And why would I not represent him? Because he did "nothing".

Former assistant coach Mike McQueary had reported to Paterno that he caught former defensive co-ordinator molesting a child in the locker room shower. After finding out that the defensive co-ordinator was a raging pedophile that was having sex with ten year old boys on campus property, Paterno sprung into action and banned Sandusky from having any children on campus.....Wait What? Yes, that was Paterno's obligation fulfilled. Paterno did not inform the police or take any further action against Sandusky. For some reason hundreds of thousands of screaming, protesting morons still support him daily around Penn State and the United States. No matter what on field accomplishments, or off field philanthropic work Paterno achieved during his tenure at Penn State, his lack humanity and ethical fortitude will forever define him as a coward and a failure as a human being.