If the public relations industry isn’t evil, it is frequently unethical, caught in a Hobson’s choice between making a living and living a moral and ethically sound life. Have you opted to do something that doesn’t feel right because your boss, or your client wants it?
The anonymity of the Internet makes it easy: create a phony profile on Yahoo! Finance and go to it. Stir the pot on your company’s message boards, pick fights, misdirect. Comment on Twitter under a false name and hide the fact the company’s paying you to foster Twitter dialogue.
How about priming the comment stream about your company’s product?
It’s all too easy to say, “Well, if our agency doesn’t do this, the client will just find someone else who will.” Or, “I’ll get fired if I don’t do it.”
We often seem to think that ethical problems are someone else’s concern. But it all starts with “me,” not with “you or them.”
At what price will you sell your ethical soul?