Ohhh Ethics

By James Mendez

University of North Texas

Mayborn School of Journalism

Over the last semester I have learned a lot about ethics. We have looked at cases where ethical decisions have been made and cases where unethical decisions have been made. We have looked at different codes of ethics and what role they play in professional public relations as well as different ethical theories.

My favorite part of the my journalism 4470 ethics class was looking at different case studies and evaluating if the decisions made were ethical or unethical. Most recently my group and I looked at the Duck Dynasty PR debacle that occurred late in 2013.

Photo Via GQ

Phil Robertson, the patriarch of the “Duck Dynasty” family, got into some hot water after he made some, what some call offensive, remarks about homosexuals and growing up during the Jim Crow era.

Now, what is interesting to me about this case is that I believe that Phil Robertson was making an ethical decision when he made those comments. Phil Robertson and his family are strong and devote Christians. They pray often and take the word of the Lord very seriously.

I do not think that a person, no matter who they are, should have to compromise that they truly are. Yes, Phil Robertson has a contract with A&E, but it is his first amendment right to speak his mind.

Should Phil have made those comments during a GQ interview? Probably not, however I also believe that Phil’s comments have been misinterpreted by a lot of people. The majority of the offended seem to think that Phil somehow compared homosexuality with bestiality when, in my opinion, he merely made the statement that both are sinful in nature, and that all sin puts us farther away from Christ.

Moving on to A&E. From a PR perspective, I think they failed miserably. As soon as A&E started receiving backlash from the NAACP and GLAAD, they put Phil on hiatus from the show. They put out a statement claiming that the remarks made by Phil in that interview were his own and did not reflect the views of A&E.

While I do agree with their decision to put out the statement, I do not agree with their decision to suspend Phil, one of the main characters in the most watched TV show of all time (that has also made you millions and millions of dollars). I think that making the statement that Phil’s views are Phil’s views, not ours, but we respect his opinions and his right to express those opinions. Period. End of conversation.

Instead, when they felt a little bit of pressure from the NAACP and GLAAD, A&E caved in. After suspending Phil, A&E then began to get backlash from all the loyal Duck Dynasty fans. After a petition with over 200,000 signatures on it reached A&E demanding Phil be reinstated, A&E changed their mind and put Phil back on the show.

If I were A&E, I would have stuck by my number one moneymaker from the beginning. Things blow over, more important events occur and people forget.

Over the last semester I would have to say that my biggest ah hah moment was every time we looked at a case where a clearly unethical decision was made. For example, in the Carnival Triumph case, Carnival totally knew that the Triumph was NOT ready to set sail, yet let it take off with over 3,000 passengers anyway. They willingly put all those people in severe danger in order to make money. That is unethical.

Photo Via Greatwire

I know that this sounds cliché, but I am going to have to say that everything I learned in this class is applicable in the “real” world. We are faced with ethical decisions every day and I like to give humanity the benefit of the doubt when I say that I think everyone knows what the right decision is to make in those situations.

When faced with an ethical decision, I personally like to ask myself a simple question. Is it worth it? If and when I get caught making this unethical decision can I live with the consequences? While I will admit that I, like everyone, have made some unethical decisions in my life, I think that my question test works 98% of the time.

Justin Bieber PR Strategy

By James Mendez

University of North Texas

Mayborn School of Journalism

Last week I blogged about a PR disaster that probably could have been avoided had the right PR decisions been made. This week I am going to discuss a PR disaster that was avoided with some savvy PR strategies.

Everyone is familiar with Justin Bieber. He has made headlines more recently for reckless driving (most likely under the influence), vandalism (egging his neighbors house), and assault (on the paparazzi). While the majority of these more recent antics have not been handled well from a PR perspective, we can find one if we go back to 2011.

Photo Via Before It's News.

In late 2011, Mariah Yeater filed a paternity suit against Bieber, claiming that he was the father of her son. According to an MTV News article, Yeater claimed that she and the pop star had sex backstage on October 25, 2010 after one of his concerts at the Staples Center. Yeater even went as far as filling out a hand-signed affidavit claiming that they did really have intercourse.

While this, true or untrue, could have been a major blow to Bieber’s career, it was handled well by one of the best. If Justin Bieber has made one good decision in his life, it was hiring Mattherw Hiltzik of Hiltzik Strategies. Hiltzik, a PR strategist, has worked with many prominent celebrities from Katie Curic to Alec Baldwin and was able to save Bieber a major headache.

Hiltzik instructed Bieber to go on the “Today” show and completely deny the allegations being made by Yeater. Bieber explained on November 4, 2011 that, “I’d just like to say basically that none of those allegations are true.” He went on to tell Matt Lauer that, “it’s crazy that some people want to make up some false allegations, but to set the record straight, none of it is true. Never met the woman.”

Hiltzik took it a step further by filing a countersuit against Yeater. Bieber then took a paternity test, proving that he was in fact not the father of her child. Yeater eventually dropped her case and the story blew over.

By acting quickly, Bieber and Hiltzik were able to avoid a major PR disaster. My only question is, where is Mr. Hiltzik now? Bieber surely does need him.

Lululemon's 2013 Public Relations Disaster

By James Mendez

University of North Texas

Mayborn School of Journalism

2013 was an amazing year. Lance Armstrong finally admitted to using performance enhancing drugs, Paula Dean became a racist, the word "Twerk" was added to the dictionary and just about everyone in America took what has become known as a “selfie”. While all of these awesome things were happening, some not-so-awesome incidents occurred as well. Over the next 300-400 words, I am going to discuss (in my opinion) one of the biggest Public Relations disasters of 2013.

This guy is running the selfie game.
Photo via Death and Taxes Magazine.

Below is a picture of Lululemon co-founder Chip Wilson. If you are unfamiliar, Lululemon is a high end brand that makes yoga clothing. The brand began to receive some complaints in 2013 that there yoga pants were not only see through, but that they also pilled, or grew those tiny fuzz balls everyone hates. In an attempt to protect himself and his company, Mr. Wilson responded in a, well, very non-traditional manner.

Former Lululemon Chariman Chip Wilson.
Photo via UC Calgary.

According to a Business Insider article, Wilson stated in November 2013 that, “"They (the Lululemon pants) don't work for some women's bodies...it's really about the rubbing through the thighs, how much pressure is there over a period of time, how much they use it.”

This insensitivity may not come as a shock to those who have been following Lululemon for quite some time. In a 2005 Calgary Herald interview, Mr. Wilson stated that it takes 30 percent more fabric to create “plus size” clothes and due to that fact, “It’s a money loser, for sure.”

Watch the video here: Lululemons Chip Wilson says some women should'nt wear his brands pants

While the majority of sane people most likely would have never made a statement like this, Chip didn’t seem to think there was anything wrong with what he said. After his comment made quite the negative impression on people, he put out this “sincere” apology where he can be seen nearly in tears.

                                               Chip Wilson Apology via YouTube

After this apology video only offended more people, Lululemon and Wilson decided that it was best if he step down as chairman.

So what can we as PR professionals learn from Chip Wilson and Lululemon? I think the main thing we can take away is that companies need to have control of their employees, including the higher ups such as founders and CEO’s. These types of employees, as the leaders of the company, can do a lot of damage with just a few words.

Second, I believe that it is crucial for companies to screen, screen and re-screen the video, posts and graphics they are allowing to go public. I truly cannot imagine that if each and every employee at Lululemon had seen that apology video prior to it going public, that no one would have ever seen it.

I do think that the only wise decision Lululmeon made in this case, was to have Chip Wilson step down. No one can hear him once you take away the podium and microphone.