INDIVIDUAL ASSIGNMENT
An Analysis of the Ethical Case of Celebrity Scandal and PR Agency
University of Amsterdam
Communication Science
Communication Ethics
Word count: 1212
1
, Ethical dilemma
A famous Chinese-American celebrity Wen has divorced his wife, Cindy. Cindy
revealed that Wen had infidelity behaviors like hiring prostitutes and having affairs
(REFERENCE). The celebrity team is now asking for Charlotte's public relations (PR) agency
to help Wen regain his public image. The dilemma here for Charlotte is if she helps the
celebrity Wen which made her take an unfavorable position in the public opinion due to the
public opinion leaning mostly on supporting the wife, Cindy. But it is questionable whether
Wen’s actions involved in the marriage are true. Furthermore, by helping him, the public
might also be angry with the PR agency, and Charlotte could be accused of being an
“accomplice.”
Value
The two values that are involved in this ethical dilemma are accountability and
responsibility. From an organizational perspective, accountability refers to the company’s
ownership of its actions and statements in which they are responsible for the outcome of what
they do (REFERENCE). PR agencies, playing the role of helping their clients to communicate
with the public, should always be accountable for what it says and does. Charlotte owns what
they will say in the public statements for the celebrity, and she is expected to be accountable
for it. However, it is hard for her to recognize if the information provided by the celebrity’s
team is true or not. Disinformation could be a serious issue for PR agencies. As the owner of
the PR agency, she also has the responsibility of being accountable towards her employee's
reputations.
On the other hand, a PR agency's job is to help clients get out of their awful situation
and hope to rebuild their public image. From a professional aspect, Charlotte has the
responsibility for the company’s growth. There are commercial reasons to take the job. They
2
An Analysis of the Ethical Case of Celebrity Scandal and PR Agency
University of Amsterdam
Communication Science
Communication Ethics
Word count: 1212
1
, Ethical dilemma
A famous Chinese-American celebrity Wen has divorced his wife, Cindy. Cindy
revealed that Wen had infidelity behaviors like hiring prostitutes and having affairs
(REFERENCE). The celebrity team is now asking for Charlotte's public relations (PR) agency
to help Wen regain his public image. The dilemma here for Charlotte is if she helps the
celebrity Wen which made her take an unfavorable position in the public opinion due to the
public opinion leaning mostly on supporting the wife, Cindy. But it is questionable whether
Wen’s actions involved in the marriage are true. Furthermore, by helping him, the public
might also be angry with the PR agency, and Charlotte could be accused of being an
“accomplice.”
Value
The two values that are involved in this ethical dilemma are accountability and
responsibility. From an organizational perspective, accountability refers to the company’s
ownership of its actions and statements in which they are responsible for the outcome of what
they do (REFERENCE). PR agencies, playing the role of helping their clients to communicate
with the public, should always be accountable for what it says and does. Charlotte owns what
they will say in the public statements for the celebrity, and she is expected to be accountable
for it. However, it is hard for her to recognize if the information provided by the celebrity’s
team is true or not. Disinformation could be a serious issue for PR agencies. As the owner of
the PR agency, she also has the responsibility of being accountable towards her employee's
reputations.
On the other hand, a PR agency's job is to help clients get out of their awful situation
and hope to rebuild their public image. From a professional aspect, Charlotte has the
responsibility for the company’s growth. There are commercial reasons to take the job. They
2
