Report #2: CHAPTER 3: ETHICS

Whoever you are or whatever you are doing, no matter how talented you are, outstanding
intelligence, there is one most important element in a person that is ethics. Especially, jobs
related to public relations, business, marketing,... are often highly ethical. So what is ethics?
According to Roberts said that "Ethics is a moral code that serves as a compass for individual or
societal behavior. Engaging in unethical behavior or messaging can be particularly damaging for
business brands. Countless businesses have been involved in scandals and crises stemming from
unethical behavior and judgment.”
There are a lot of unethical actions in PR such as defamation, slander and liber, conflict of
interest, plagiarism, and lack of transparency. For example, there was a famous Bong milktea
shop in Danang city. They have many branches across Danang and are loved by many young
people. One day, a customer posted a post on Facebook that there were some maggots in her
milktea and she bought it from Bong milktea shop. So her post attracted a lot of attention from
Bong milktea’s customer. The owner of Bong milk tea shop immediately posted a controversial
post on Facebook because in the post the owner used insulting words to the other customer. And
blame the other customer for having bad intentions with the store, slandering the other customer
who put maggots in a cup of milk tea to humiliate the shop and want everyone's attention.
Furthermore, there were a few store employees who had inappropriate behavior with the other
customer by using vulgar and offensive messages. As a result, the store was turned away by
many loyal customers, severely losing points because of the shop's unprofessional behavior, and
customers all simultaneously called for a boycott of the store.
Businesses always make sure to keep their company's image clean in public. Businesses always
make sure to keep their company's image clean in public. To ensure that the company's image is
always good in the eyes of the public, the company must always uphold ethics, train and require
its employees to be ethical at work. The company must show honesty, organize activities that
benefit the community, always listen to the opinions of customers, take responsibility for their
actions.
Business ethics brings a lot of benefits to the company such as gaining trust from customers so
customers will be loyal and supportive of the business, employees also have attitudes and
behaviors consistent with company standards, build a sustainable image and reputation.
Reference:
Roberts, Jasmine. (2016) Writing for Strategic Communication Industries. The Ohio State
University.