{"id":83,"date":"2024-09-19T10:03:34","date_gmt":"2024-09-19T10:03:34","guid":{"rendered":"http:\/\/localhost\/mediaethics\/?post_type=content&#038;p=83"},"modified":"2026-08-26T13:38:38","modified_gmt":"2026-08-26T13:38:38","slug":"chapter-12-conflicting-loyalties","status":"publish","type":"content","link":"https:\/\/routledgelearning.com\/mediaethics\/students\/part-3-persuasion-public-relations\/chapter-12-conflicting-loyalties\/","title":{"rendered":"Chapter 12: Conflicting Loyalties"},"content":{"rendered":"\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"padding-top:var(--wp--preset--spacing--60);padding-bottom:var(--wp--preset--spacing--60)\">\n<div class=\"wp-block-group alignwide is-layout-flow wp-block-group-is-layout-flow\"><nav style=\"--separator: &quot;\/&quot;\" class=\"wp-block-breadcrumbs\" aria-label=\"Breadcrumbs\"><ol><li><a href=\"https:\/\/routledgelearning.com\/mediaethics\/\">Home<\/a><\/li><li><a href=\"https:\/\/routledgelearning.com\/mediaethics\/students\/\">Students<\/a><\/li><li><a href=\"https:\/\/routledgelearning.com\/mediaethics\/students\/part-3-persuasion-public-relations\/\">Part 3: Persuasion &amp; Public Relations<\/a><\/li><li><span aria-current=\"page\">Chapter 12: Conflicting Loyalties<\/span><\/li><\/ol><\/nav>\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-7387b849 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:60%\"><h1 class=\"wp-block-post-title\">Chapter 12: Conflicting Loyalties<\/h1>\n\n\n<p class=\"wp-block-paragraph\">The six case studies in this chapter provide hypothetical and actual examples of ways practitioners, clients, associations, and corporations have struggled to ethically balance conflicting loyalties and values in their work settings\u2014often in the glare of ongoing media coverage or social media exchanges. The managers and practitioners in these cases\u2014from Coca-Cola Inc. to Toyota to an international communication firm\u2014contend with multiple loyalties to key stakeholder groups such as employees and their families, customers, clients, vendors, sponsors, and their own governments as they make decisions and take action. Cases pose questions such as: in complex professional environments, how does a practitioner emphasize the values that lead to mutual benefit with key publics, rather than personal or one-sided partisan values within the daily workplace? To whom are primary duties owed? During periods of crisis, whose values should take precedence as practitioners adapt to changing scenarios? Various ethical principles are applied in the case analyses.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:40%\">\n<div class=\"wp-block-group is-layout-flow wp-block-group-is-layout-flow\">\n<media-player  load=\"visible\" id=\"vidstack-video-block_932e48cc1d9424790c4ce184b32b928e\" class=\"vidstack-video\" title=\"Chapter 12 - Video Introduction\" src=\"https:\/\/s3-eu-west-1.amazonaws.com\/s3-euw1-ap-pe-ws4-cws-documents.ri-prod\/9781032391397\/Chapter-12-Intro-Video.mp4\">\n  <media-provider>\n                  <media-poster\n          class=\"vds-poster\"\n          alt=\"\">\n        <\/media-poster>\n\n  <\/media-provider>\n  <media-video-layout><\/media-video-layout>\n  <media-controls class=\"vds-controls\">\n      <media-controls-group class=\"vds-controls-group\"><\/media-controls-group>\n  <\/media-controls>\n<\/media-player>\n\n\n<h3 class=\"wp-block-heading\">Chapter 12 &#8211; Video Introduction<\/h3>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link has-background wp-element-button\" href=\"https:\/\/routledgelearning.com\/mediaethics\/wp-content\/uploads\/sites\/20\/2024\/09\/Chapter-12-Intro-Video-Transcript.docx\" style=\"background-color:#e5d6eb;padding-top:0;padding-bottom:0;box-shadow:none\">Transcript<\/a><\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n<div class=\"wp-block-group alignwide is-layout-flow wp-block-group-is-layout-flow\">\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\">Key questions for the chapter<\/h2>\n\n\n\n<ol class=\"wp-block-list\">\n<li>In such a complex professional environment, how does a practitioner emphasize values that lead to mutual benefit with key publics, rather than personal or one-sided partisan values within the daily workplace?<\/li>\n\n\n\n<li>How might one balance numerous conflicting loyalties?<\/li>\n\n\n\n<li>What principles offer guidance toward arriving at an ethical solution?<\/li>\n<\/ol>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\">Case 51<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">Discussion Questions<\/h3>\n\n\n\n<ol class=\"wp-block-list\">\n<li>When the safety of consumers are concerned, how quickly should corporations inform the public of safety issues?<\/li>\n\n\n\n<li>Is it ever appropriate for corporations to prioritize profits over consumer safety?<\/li>\n\n\n\n<li>Is an apology from corporate leaders sufficient to restore consumer trust?<\/li>\n\n\n\n<li>Was \u201cToyota Conversations\u201d on Twitter an effective way for the company to address consumer concerns?<\/li>\n<\/ol>\n\n\n\n<h3 class=\"wp-block-heading\">Weblinks<\/h3>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Article resource: Toyota \u201cUnintended Acceleration\u201d has Killed 89&nbsp;<br><a href=\"https:\/\/www.cbsnews.com\/news\/toyota-unintended-acceleration-has-killed-89\/\">https:\/\/www.cbsnews.com\/news\/toyota-unintended-acceleration-has-killed-89\/<\/a><\/li>\n\n\n\n<li>Article resource: Who Was Really at Fault for the Toyota Recalls?<br><a href=\"https:\/\/www.theatlantic.com\/business\/archive\/2011\/05\/who-was-really-at-fault-for-the-toyota-recalls\/238076\/\">https:\/\/www.theatlantic.com\/business\/archive\/2011\/05\/who-was-really-at-fault-for-the-toyota-recalls\/238076\/<\/a><\/li>\n\n\n\n<li>Video resource: Acceleration Problem Prompts Toyota Recall<br><a href=\"https:\/\/www.youtube.com\/watch?v=7c1Dwoak9rI\">https:\/\/www.youtube.com\/watch?v=7c1Dwoak9rI<\/a><\/li>\n\n\n\n<li>Press release: Justice Department Announces Criminal Charge Against Toyota Motor Corporation and Deferred Prosecution Agreement with $1.2 Billion Financial Penalty<br><a href=\"https:\/\/www.justice.gov\/opa\/pr\/justice-department-announces-criminal-charge-against-toyota-motor-corporation-and-deferred\">https:\/\/www.justice.gov\/opa\/pr\/justice-department-announces-criminal-charge-against-toyota-motor-corporation-and-deferred<\/a><\/li>\n\n\n\n<li>Web resource: Statement of Facts in the Toyota Case<br><a href=\"https:\/\/www.justice.gov\/sites\/default\/files\/opa\/legacy\/2014\/03\/19\/toyota-stmt-facts.pdf\">https:\/\/www.justice.gov\/sites\/default\/files\/opa\/legacy\/2014\/03\/19\/toyota-stmt-facts.pdf<\/a><\/li>\n\n\n\n<li>Article resource: New Toyota Sudden Acceleration Claim Surfaces<br><a href=\"https:\/\/www.usatoday.com\/story\/money\/cars\/2014\/09\/11\/toyota-corolla-nhtsa-unintended-acceleration\/15477263\/\">https:\/\/www.usatoday.com\/story\/money\/cars\/2014\/09\/11\/toyota-corolla-nhtsa-unintended-acceleration\/15477263\/<\/a><\/li>\n\n\n\n<li>Article resource: Toyota\u2019s Slow Awakening to a Deadly Problem<br><a href=\"https:\/\/www.cnbc.com\/2010\/01\/31\/toyotas-slow-awakening-to-a-deadly-problem.html\">https:\/\/www.cnbc.com\/2010\/01\/31\/toyotas-slow-awakening-to-a-deadly-problem.html<\/a><\/li>\n<\/ol>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\">Case 52<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">Discussion Questions<\/h3>\n\n\n\n<ol class=\"wp-block-list\">\n<li>How does the language used by C-suite leaders affect internal (e.g., employees and investors) and external (e.g., the public) stakeholders<\/li>\n\n\n\n<li><span style=\"background-color: var(--wp--preset--color--base); color: var(--wp--preset--color--contrast); font-family: var(--wp--preset--font-family--system); font-size: var(--wp--preset--font-size--small);\">At what point should practitioners end relationships with controversial companies and\/or their leaders?<\/span><\/li>\n\n\n\n<li><span style=\"background-color: var(--wp--preset--color--base); color: var(--wp--preset--color--contrast); font-family: var(--wp--preset--font-family--system); font-size: var(--wp--preset--font-size--small);\">How does the language used by C-suite leaders affect employee morale?<\/span><\/li>\n\n\n\n<li>Should the public expect C-suite leaders to be advocates for social justice issues?<\/li>\n<\/ol>\n\n\n\n<h3 class=\"wp-block-heading\">Weblinks<\/h3>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Article resource: Papa John\u2019s Founder Used N-Word on Conference Call<br><a href=\"https:\/\/www.forbes.com\/sites\/noahkirsch\/2018\/07\/11\/papa-johns-founder-john-schnatter-allegedly-used-n-word-on-conference-call\/?sh=2dcb2db34cfc\">https:\/\/www.forbes.com\/sites\/noahkirsch\/2018\/07\/11\/papa-johns-founder-john-schnatter-allegedly-used-n-word-on-conference-call\/?sh=2dcb2db34cfc<\/a><\/li>\n\n\n\n<li>Article resource: Papa John\u2019s Blames NFL \u2018Debacle\u2019 for Hurting its Pizza Sales<br><a href=\"https:\/\/www.jacksonville.com\/story\/news\/nation-world\/2017\/11\/01\/papa-john-s-blames-nfl-debacle-hurting-its-pizza-sales\/16289584007\/\">https:\/\/www.jacksonville.com\/story\/news\/nation-world\/2017\/11\/01\/papa-john-s-blames-nfl-debacle-hurting-its-pizza-sales\/16289584007\/<\/a><\/li>\n\n\n\n<li>Article resource: Papa John\u2019s Founder Apologizes: \u2018Racism has no Place in our Society\u2019<br><a href=\"https:\/\/www.prweek.com\/article\/1487554\/papa-johns-founder-apologizes-racism-no-place-society\">https:\/\/www.prweek.com\/article\/1487554\/papa-johns-founder-apologizes-racism-no-place-society<\/a><\/li>\n\n\n\n<li>Article resource: \u2018It\u2019s not Business as Usual\u2019: Papa John\u2019s is Killing its NFL Sponsorship Deal after its Founder said National-Anthem Protests Tanked its Sales<br><a href=\"https:\/\/www.businessinsider.com\/papa-johns-cuts-ties-with-the-nfl-after-national-anthem-protests-2018-2\">https:\/\/www.businessinsider.com\/papa-johns-cuts-ties-with-the-nfl-after-national-anthem-protests-2018-2<\/a><\/li>\n\n\n\n<li>Article resource: Papa John\u2019s CEO Steps Down Following Controversial Remarks on NFL<br><a href=\"https:\/\/www.npr.org\/sections\/thetwo-way\/2017\/12\/22\/572779230\/papa-johns-ceo-steps-down-following-controversial-remarks-on-nfl\">https:\/\/www.npr.org\/sections\/thetwo-way\/2017\/12\/22\/572779230\/papa-johns-ceo-steps-down-following-controversial-remarks-on-nfl<\/a><\/li>\n\n\n\n<li>Article resource: How the NFL Protests led to Papa John Schnatter\u2019s Downfall<br><a href=\"https:\/\/sports.yahoo.com\/nfl-protests-led-papa-john-schnatters-downfall-203838856.html\">https:\/\/sports.yahoo.com\/nfl-protests-led-papa-john-schnatters-downfall-203838856.html<\/a><\/li>\n\n\n\n<li>Article resource: Experts: Papa John\u2019s Brand Was Too Closely Associated with Ousted, Controversial Founder<br><a href=\"https:\/\/www.prweek.com\/article\/1487693\/experts-papa-johns-brand-closely-associated-ousted-controversial-founder\">https:\/\/www.prweek.com\/article\/1487693\/experts-papa-johns-brand-closely-associated-ousted-controversial-founder<\/a><\/li>\n<\/ol>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\">Case 53<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">Discussion Questions<\/h3>\n\n\n\n<ol class=\"wp-block-list\">\n<li>How do practitioners ethically balance competing loyalties?<\/li>\n\n\n\n<li>At what point do the reputational risks outweigh the benefits of a relationship?<\/li>\n<\/ol>\n\n\n\n<h3 class=\"wp-block-heading\">Weblinks<\/h3>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Article resource: What is a Russian Oligarch, and How is their Wealth Connected to Russia\u2019s War in Ukraine?<br><a href=\"https:\/\/www.cbsnews.com\/news\/what-is-a-russian-oligarch\">https:\/\/www.cbsnews.com\/news\/what-is-a-russian-oligarch<\/a><\/li>\n<\/ol>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\">Case 54<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">Discussion Questions<\/h3>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Can companies that sell products widely considered to be unhealthy be authentic advocates for public health?<\/li>\n\n\n\n<li><span style=\"background-color: var(--wp--preset--color--base); color: var(--wp--preset--color--contrast); font-family: var(--wp--preset--font-family--system); font-size: var(--wp--preset--font-size--small);\">How would public reaction be different if Coca-Cola had disclosed their research funding before the controversy?<\/span><\/li>\n\n\n\n<li>Is it ethical for health researchers to receive funding from companies like Coca-Cola?<\/li>\n\n\n\n<li>Are publicly listed companies like Coca-Cola expected to be more transparent than privately-owned companies?<\/li>\n<\/ol>\n\n\n\n<h3 class=\"wp-block-heading\">Weblinks<\/h3>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Article resource: Research Group Funded by Coca-Cola to Disband<br><a href=\"https:\/\/archive.nytimes.com\/well.blogs.nytimes.com\/2015\/12\/01\/research-group-funded-by-coca-cola-to-disband\/\">https:\/\/archive.nytimes.com\/well.blogs.nytimes.com\/2015\/12\/01\/research-group-funded-by-coca-cola-to-disband\/<\/a><\/li>\n\n\n\n<li>Article resource: Coke Discloses Support for Health Studies<br><a href=\"https:\/\/www.science.org\/content\/article\/coke-discloses-support-health-studies\">https:\/\/www.science.org\/content\/article\/coke-discloses-support-health-studies<\/a><\/li>\n\n\n\n<li>Web resource: Global Energy Balance Network Response<br><a href=\"https:\/\/gebn.org\/about\/gebn-response\">https:\/\/gebn.org\/about\/gebn-response<\/a><\/li>\n\n\n\n<li>Article resource: Coca-Cola Tried to Influence CDC on Research and Policy, New Report States<br><a href=\"https:\/\/www.politico.com\/story\/2019\/01\/29\/coke-obesity-sugar-research-1125003\">https:\/\/www.politico.com\/story\/2019\/01\/29\/coke-obesity-sugar-research-1125003<\/a><\/li>\n\n\n\n<li>Article resource: What Role Should Coca-Cola Play in Obesity Research?<br><a href=\"https:\/\/www.forbes.com\/sites\/larryhusten\/2014\/04\/27\/what-role-should-coca-cola-play-in-obesity-research\/?sh=79ac2fd5a51b\">https:\/\/www.forbes.com\/sites\/larryhusten\/2014\/04\/27\/what-role-should-coca-cola-play-in-obesity-research\/?sh=79ac2fd5a51b<\/a><\/li>\n\n\n\n<li>Academic research article resource: Inside ILSI: How Coca-Cola, Working through its Scientific Nonprofit, Created a Global Science of Exercise for Obesity and Got It Embedded in Chinese Policy (1995-2015)<br><a href=\"https:\/\/pubmed.ncbi.nlm.nih.gov\/32955566\/\">https:\/\/pubmed.ncbi.nlm.nih.gov\/32955566\/<\/a><\/li>\n<\/ol>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\">Case 55<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">Discussion Questions<\/h3>\n\n\n\n<ol class=\"wp-block-list\">\n<li>How do pay for play (PFP) practices influence public opinion and trust in PR and journalism?<\/li>\n\n\n\n<li><span style=\"background-color: var(--wp--preset--color--base); color: var(--wp--preset--color--contrast); font-family: var(--wp--preset--font-family--system); font-size: var(--wp--preset--font-size--small);\">Who should take more responsibility when PFP practices are not disclosed? The journalist or the PR practitioner?<\/span><\/li>\n\n\n\n<li><span style=\"background-color: var(--wp--preset--color--base); color: var(--wp--preset--color--contrast); font-family: var(--wp--preset--font-family--system); font-size: var(--wp--preset--font-size--small);\">How do PFP practices blur the lines between advertising, PR and journalism?<\/span><\/li>\n\n\n\n<li><span style=\"background-color: var(--wp--preset--color--base); color: var(--wp--preset--color--contrast); font-family: var(--wp--preset--font-family--system); font-size: var(--wp--preset--font-size--small);\">Would disclosure of PFP practices in news articles make the content more trustworthy?<\/span><\/li>\n\n\n\n<li>Can the public trust any type of PFP content?<\/li>\n<\/ol>\n\n\n\n<h3 class=\"wp-block-heading\">Weblinks<\/h3>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Web resource: Pay to Play (Securities) \u2013 Explained<br><a href=\"https:\/\/thebusinessprofessor.com\/en_US\/business-transactions\/pay-to-play-definition\">https:\/\/thebusinessprofessor.com\/en_US\/business-transactions\/pay-to-play-definition<\/a><\/li>\n\n\n\n<li>Web resource: PRSA Statement<br><a href=\"https:\/\/www.prsa.org\/docs\/default-source\/about\/ethics\/eas\/pay-for-play-(october-2009).pdf\">https:\/\/www.prsa.org\/docs\/default-source\/about\/ethics\/eas\/pay-for-play-(october-2009).pdf<\/a><\/li>\n<\/ol>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\">Case 56<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">Discussion Questions<\/h3>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Should the media have waited to verify the information before sharing the misinformation?<\/li>\n\n\n\n<li>If the coal company had a PR team, how would the events that transpired change?<\/li>\n\n\n\n<li>How should media professionals balance speed and accuracy when such disasters occur?<\/li>\n\n\n\n<li>What should the mining company have done to care for the friends and families of the victims during the crisis?<\/li>\n<\/ol>\n\n\n\n<h3 class=\"wp-block-heading\">Weblinks<\/h3>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Article resource: 13 Coal Miners are Trapped in Sago Mine Disaster; 12 die<br><a href=\"https:\/\/www.history.com\/this-day-in-history\/13-coal-miners-are-trapped-in-sago-mine-disaster-west-virginia\">https:\/\/www.history.com\/this-day-in-history\/13-coal-miners-are-trapped-in-sago-mine-disaster-west-virginia<\/a><\/li>\n\n\n\n<li>Web resource: Sago Mine Information<br><a href=\"https:\/\/arlweb.msha.gov\/sagomine\/sagomine.asp\">https:\/\/arlweb.msha.gov\/sagomine\/sagomine.asp<\/a><\/li>\n\n\n\n<li>Article resource: Bush Puts Mine Safety Review on Agenda<br><a href=\"https:\/\/www.southcoasttoday.com\/story\/news\/nation-world\/2006\/01\/22\/bush-puts-mine-safety-review\/50316071007\/\">https:\/\/www.southcoasttoday.com\/story\/news\/nation-world\/2006\/01\/22\/bush-puts-mine-safety-review\/50316071007\/<\/a><\/li>\n<\/ol>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>The six case studies in this chapter provide hypothetical and actual examples of ways practitioners, clients, associations, and corporations have struggled to ethically balance conflicting loyalties and values in their work settings\u2014often in the glare of ongoing media coverage or social media exchanges. 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