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Need help getting started with short eassy W14775 PAUL FRANK AND NATIVE AMERICAN STEREOTYPES: A CASE OF MISAPPROPRIATION Stefanie Beninger and June N.P. Francis wrote this case solely to provide material for class discussion. The authors do not intend to illustrate either effective or ineffective handling of a managerial situation. The authors may have disguised certain names and other identifying information to protect confidentiality. This publication may not be transmitted, photocopied, digitized or otherwise reproduced in any form or by any means without the permission of the copyright holder. Reproduction of this material is not covered under authorization by any reproduction rights organization. To order copies or request permission to reproduce materials, contact Ivey Publishing, Ivey Business School, Western University, London, Ontario, Canada, N6G 0N1; (t) 519.661.3208; (e) [email protected]; www.iveycases.com. Copyright © 2015, Richard Ivey School of Business Foundation Version: 2015-05-12 It was September 2012, and the executive team at Paul Frank Industries (PFI) had just finished taking immediate action in response to a backlash over its annual marketing event, “Fashion’s Night Out.” PFI prided itself on celebrating diversity, but the company’s recent activities had caused offence among the members of the Native American community. PFI’s brand had succeeded in the past because of the creative freedom it allowed its young and dynamic staff, but this particular choice had obviously been a huge misstep, and the executive team needed to sit down and examine what had gone wrong. PFI’s annual Fashion’s Night Out extravaganza was a public relations and marketing event for the fashion industry that had started in the midst of the 2009 recession in New York. Fashion’s Night Out events had sprung up in several cities, including Los Angeles, and they were intended to highlight fashion designers and fashion brands, as well as raise money for charity by providing a fun night out. In PFI’s words, it was “a star-studded shopping event held in major cities around the world.” This event usually attracted pop- culture icons, and it showcased a variety of brands amid its activities, including Paul Frank. What should PFI do to avoid future issues, while still maintaining the edgy, creative atmosphere and approach that had made its brand so successful in the past? BACKGROUND Paul Frank Industries Based in California, Paul Frank Industries began as a privately held company that designed, licensed and sold apparel and accessories. The company was founded in 1995 by Paul Frank Sunich, John Oswald and Ryan Heuser, who initially set up shop in a garage and started making wallets and handbags as gifts for their friends. The accessories became a local sensation, and the company gradually grew into a global brand with more than 30 franchised and company-owned stores worldwide. The “Paul Frank” brand was recognizable to many because of its iconic logo and mascot, Julius the Monkey. Julius was a twist on the “old-school sock monkey,”1 and he was joined by a stable of about 150 other characters, including a giraffe and different versions of Julius. This document is authorized for use only by Hillary Houston in COM-227-R1902 Public Relations 21EW1 at Southern New Hampshire University, 2021. Page 2 9B14A063 PFI was formally incorporated 1998, but Paul Frank Sunich, one of the founders, stopped his association with the firm in 2005. In 2010, PFI was acquired by Saban Brands, a company that acquired, developed and managed a world-class portfolio of consumer brands and that held significant investments in media, entertainment and communications. It also managed other well-known, children-focused brands such as Power Rangers, Digimon, and Popples. Saban Brands licensed the Paul Frank brand to other manufacturing companies. Although the Paul Frank brand was “the hottest line going”2 in the 1990s, Saban Brands faced a challenge in maintaining the brand’s popularity and ensuring that its iconic status would endure.3 PFI targeted its products primarily at the youth market, from toddlers to teens, and described its product lines as “offbeat and unique.”4 The Paul Frank product line included a variety of fashion accessories, books, bedding, bikes, eyewear, helmets, furniture, mobile games, and audio products. The average age of PFI’s employees was just 27 years old,5 and the majority of the company’s designs came from a relatively small creative team of fewer than 20 people.6 When creating its designs, the company noted that “Paul Frank always strives to celebrate diversity and is inspired by many rich cultures from around the world.”7 Among other inspirations, the company cited the infamous artist Andy Warhol.8 PFI expanded from its U.S. home market into Europe (Denmark, Germany and Slovakia), Asia (China, Thailand and Malaysia), and South American (Venezuela, Colombia and Panama) through its flagship, company-owned stores and through retailers like Target and Macy’s. Paul Frank products were also sold through online distributors like Amazon and USOutdoor.com, all of which increased the firm’s global reach. In addition to its business endeavours, PFI donated to a variety of charities involving children, arts and entertainment, including the Children’s Hospital of Los Angeles. With a self-declared “unusual, almost anti-marketing approach to business,”9 the company followed a co- branding approach until 2006. This approach generated at least $2 million in annual revenue through partnering and collaborating with companies such as Barbie, John Deere, Oscar Meyer, and the Elvis Presley Estate.10 PFI generally avoided traditional advertising and did not pay for product placement but, rather, focused on publicity in media such as through creating custom-made items for magazine features11 and films, including Austin Powers, American Pie, and Charlie’s Angels, as well as adorning well-known music groups such as the Foo Fighters, Weezer, and The White Stripes. After finalizing its purchase of the Paul Frank brand in 2010, Saban Brands decided to relaunch Paul Frank through a “promotional blitz to catapult Julius . . . into a bankable media star.”12 Elie Dekel, president of Saban Brands and also of PFI, hoped that these initiatives would “delight parents, who wore the monkey T-shirts when they were teenagers, and their children.”13 Saban’s marketing strategy included launching a Christmas cartoon special featuring the well-known character driving a branded recreational vehicle to malls and music festivals across the United States, flying a giant helium balloon in Macy’s Thanksgiving Day Parade in New York, and hosting other retail events and parties, such as Fashion’s Night Out. In the words of Elie Dekel, “Julius is ready for the big time.”14 FASHION’S NIGHT OUT 2012 Fashion’s Night Out was an annual “after-hours shopping extravaganza”15 that took place in 500 stores across the United States and in 30 cities around the world. Running from 2009 to 2013, the global initiative attempted to “celebrate fashion, restore consumer confidence, and boost the industry’s economy during the recession.”16 Brands could choose to participate in the event under the Fashion’s Night Out banner through hosting events with the aim of increasing attention and driving sales. Events included This document is authorized for use only by Hillary Houston in COM-227-R1902 Public Relations 21EW1 at Southern New Hampshire University, 2021. Page 3 9B14A063 celebrity appearances, fashion shows, concerts and shopping parties. In the fall of 2012, in Hollywood, PFI hosted a Fashion’s Night Out after-hours shopping party that featured refreshments and entertainment for invited guests after regular store hours. PFI, with support from a hired public relations company, decided to feature a Native American-themed party for Fashion’s Night Out 2012 presentation. According to PFI, “The goal of the Hollywood event was to share the brand with fans, in this case, around a Native American-inspired theme, interpreted at the event as ‘Neon Native.’”17 The Hollywood Reporter covered Hollywood’s version of this citywide event, held on September 7, 2012, and the news coverage included a brief piece about the Paul Frank party: “Paul Frank celebrated Fashion’s Night Out with a neon-Native American powwow theme. Glow-in-the- dark, war-painted employees in feather headbands and bow and arrows invited guests to be photographed on a mini-runway holding prop tomahawks.”18 Professional photographs of the event taken by PFI representatives were uploaded online, and various attendees posted personal photos of the event onto PFI’s Facebook page. The photos of the event showed a variety of people, including young children, “[playing] Indian.”19 In addition, the event provided alcoholic drinks with names such as “Rain Dance Refresher,” “Dream Catcher,” and “Neon Teepee.” There were also accessories provided for use at the event such as “bows [and] arrows, tomahawks, antlers, and feather headwear ... [and] ‘war paint’”20 in the form of brightly coloured face paint, applied to the guests’ faces. There were also “images of mock scalpings . . . on a runway”21 and individuals “pretending to behead one another.”22 The party also featured the addition of a headdress to the iconic Julius the Monkey in the company’s logo.23 THE BACKLASH ENSUES The news of this event, as well as the numerous Facebook photos, came to the attention of blogger Dr. Jessica Metcalfe when a pre-set Google Alert for the words “Native American” and “fashion” directed her to The Hollywood Reporter article and to PFI’s Facebook fan page. Metcalfe’s blog, Beyond Buckskin, profiled Native American artists and designers, in turn “advancing the quality of Native American fashion through education while providing an in-depth podium for societal participation.”24 Dr. Metcalfe criticized the theme of PFI’s Fashion’s Night Out event for using the “worst stereotypes that [Native Americans] have”25 in a post on her blog’s Facebook page, which included a photo of the event. As well as covering the event on her Facebook page, Metcalfe covered the issue on her Beyond Buckskin blog, by discussing the “Dream Catchin’ Powwow” party and the Paul Frank merchandise line called “Dream Catcher,” which featured Julius the Monkey wearing a headdress.26 In her blog post, Metcalfe wrote an open letter to the company, including a list of demands, such as calling for an apology and asking for removal of the images (see Exhibit 1). Metcalfe believed that, given its interest in Native American cultures, PFI should aim to “work with actual Native American artists, and . . . . [the company is] profiting on the caricature of our people and putting that misrepresentation out there, I think [Paul Frank Industries] should be giving back to Native people.”27 Dr. Adrienne Keene, writer of the blog Native Appropriations, which “[examines] representations of Indigenous Peoples,”28 also expressed her outrage that this event was approved internally by both PFI and its public relations company, and she went on to discuss “how these images were problematic.”29 She posted about it on her Facebook page and on her blog, where she expressed her concern about “the number of people of color engaged in ‘playing Indian’ (at this event). I don’t kid myself to think that these issues are limited to the dynamics of power between white folks and Native folks, but it’s honestly This document is authorized for use only by Hillary Houston in COM-227-R1902 Public Relations 21EW1 at Southern New Hampshire University, 2021. Page 4 9B14A063 hard to see people from other marginalized communities jumping on the bandwagon to oppress another group.”30 Keene ended her blog post with an open letter to PFI (see Exhibit 2) and e-mailed a copy to the public relations agency that was responsible for the creation of the event. She aimed to raise awareness of the issues, to call attention to and critique the use of the stereotypical images of Native American peoples in society. Dr. Keene has more than 17,000 followers on her Native Appropriations Facebook page, with the majority coming from diverse backgrounds and falling between 20 and 30 years of age.31 These actions led to a “huge” backlash in the form of “thousands of hits” on PFI’s company Facebook page and on its Twitter account. Social media users posted their feedback concerning the images of the event, reported the images as racist to Facebook administrators, and tweeted their criticisms to the company. The open letters to PFI quickly reached the company, which then took immediate action by removing the photos from PFI’s Facebook page and from some other sources, although images from the party remained available on Zimbio.com.32 According to Metcalfe, the company also erased the comments and complaints left by people on PFI’s Facebook page, including the comments by Metcalfe herself. Metcalfe stated, this action “is bothersome if Paul Frank had my posts erased from Facebook . . . it would be like an attempt to erase this moment.”33 Within 10 minutes of both blog posts going up, PFI released a brief statement through its Twitter and Facebook account, as well as the following statement on its Facebook page: Paul Frank celebrates diversity and is inspired by many rich cultures from around the world. The theme of our Fashion’s Night Out event was in no way meant to disrespect the Native American culture; however, due to some comments we have received, we are removing all photos from the event and would like to formally and sincerely apologize. Thank you, everyone, for your feedback and support.34 Dr. Adrienne Keene felt this apology was not enough, writing on her blog that “clearly it’s the classic ‘sorry you were offended’ rather than ‘sorry we were offensive’ response.”35 Overall, she felt it was a “boilerplate apology”36 response to their open letters, and Dr. Keene did not anticipate any further actions by PFI. On September 10, 2012, the day after PFI posted its apology on Facebook, the Indian Country Today Media Network featured a story entitled “Paul Frank Industries Offends With ‘Dream Catchin’ Party,”37 followed the next day by a similar story from The Huffington Post, amidst coverage from other blogs and mainstream media. This media flurry was followed by a press release from Paul Frank Sunich, one of the founders of PFI and creator of Julius the Monkey, who had been unaffiliated with Paul Frank Industries since leaving in 2005. He stated that he was both “saddened and disappointed by [the event] . . . and [by] how the new owners are using my creation, Julius the Monkey.”38 A few days later, much to her surprise, Dr. Keene received an e-mail from PFI’s president, Elie Dekel (see Exhibit 3). This e-mail correspondence eventually led to an invitation for a conference-call meeting for Metcalfe, Dr. Keene and Dekel so the three could discuss the situation. Although Metcalfe was unable to join the conference call due to technology problems, Dr. Keene and Dekel had an in-depth conversation. Dr. Keene described the conference call in her blog post: This document is authorized for use only by Hillary Houston in COM-227-R1902 Public Relations 21EW1 at Southern New Hampshire University, 2021. Page 5 9B14A063 The phone call went so much better than I could have even imagined. Elie was gracious, sincere and kind from the beginning, and truly apologetic. He took full responsibility for the event, and said he wanted to make sure that this was something that never happened again, and wanted to learn more so he could educate his staff and colleagues. We talked about the history of representations of Native people in the [United States], and I even got into the issues of power and privilege at play – and the whole time, he actually listened and understood. Such a refreshing experience!39 Dr. Keene said that Dekel “couldn’t have been kinder and more gracious on that . . . phone call . . . and [Dr. Keene] was blown away” by the response from PFI.40 The promises made during the conference call included the removal of all Native-inspired designs from PFI’s digital/online imprint and the removal of all Native American imagery from PFI’s current and archived style guides. As well, PFI sent a letter to its manufacturers and partners concerning the removal of these images and asked for the cessation of all production of merchandise that contained the offensive figure. Dekel also expressed his desire for PFI to “co-operate with the Native artists to make designs, where the proceeds would be donated to a Native cause.”41 Further, Dekel invited both Dr. Keene and Dr. Metcalfe to collaborate on a panel about the use of Native imagery at the upcoming International Licensing Merchandisers Association tradeshow. Working with the bloggers, PFI also outlined a year-long series of initiatives designed to address the issue, heighten consumer and industry awareness, and continue a dialogue with key audiences and partners. The goals behind engaging with the blogger, in the words of PFI executives, were multifaceted: As we strive to celebrate diversity, our number one goal in responding to the bloggers was to formally and sincerely apologize for our lack of judgment in choosing the event theme. Additionally, we approached the bloggers directly to better understand our misjudgments and how to positively incorporate culturally accurate and sensitive representations of Native American culture within the Paul Frank brand.42 The authors would like to thank the Executive MBA in Aboriginal Business and Leadership at Simon Fraser University for supporting the development of this case. This document is authorized for use only by Hillary Houston in COM-227-R1902 Public Relations 21EW1 at Southern New Hampshire University, 2021. Page 6 9B14A063 EXHIBIT 1: THE LETTER ADDRESSED TO PAUL FRANK INDUSTRIES FROM DR. JESSICA METCALFE To whom it may concern: Thank you for removing the Powwow pictures from your Facebook page. However, the party still happened, and the images are still out there. We want an apology, Paul Frank. Since you are profiting off of a caricature of our cultures, a donation to a Native American youth arts program would be fitting to accompany your apology. Furthermore, if you are genuinely interested in Native American design, I suggest you collaborate with Native American designers in the future. Your actions are highly offensive, and it is ridiculous to see this level of racism still occurring in 2012. Sincerely, Jessica R. Metcalfe, PhD (Turtle Mountain Chippewa) Beyond Buckskin Source: Jessica Metcalfe, “Paul Frank’s Racist Powwow,” Beyond Buckskin, September 9, 2012, http://beyondbuckskin.blogspot.ca/2012/09/paul-franks-racist-powwow.html, accessed November 3, 2012. EXHIBIT 2: THE LETTER ADDRESSED TO PAUL FRANK INDUSTRIES FROM DR. ADRIENNE KEENE Dear Staff of Paul Frank LA and Red Light PR, My name is Adrienne K. I am a citizen of the Cherokee Nation, and I write a blog called Native Appropriations. I write about representations of Native people in the media and popular culture, and last night (9/8/2012), photos from your Fashion’s Night Out event “Dream Catchin’ with Paul Frank” were brought to my attention. I am extremely troubled and concerned with many aspects of the event, and I honestly felt like someone had punched me in the stomach when I first loaded the photos posted on your Facebook page. To begin, the image of the Paul Frank monkey in “war paint” and a headdress is incredibly problematic. Headdresses are considered sacred in Native communities and are reserved for the most respected and revered leaders. To place one on the head of a monkey trivializes the sacred and respected nature of the war bonnet, and paints Native people as sub-human. There is an entire painful history of people of color being equated with primates, and images such as this echo to that past. I’ve written an entire post about why wearing “hipster headdresses” is offensive, which can be found here, and breaks down the argument more completely. In addition to the monkey imagery, party goers were encouraged to “play Indian” with plastic tomahawks and bows and arrows, resulting in photos of fake “scalping,” “war whooping,” and other extremely hurtful stereotypes. I have also written extensively about the issues surrounding “playing Indian” and dressing up as Native peoples for Halloween and parties. This practice is exactly akin to providing props for party guests to dress in blackface for photos, a practice that I’m sure would not bode well for your brand. Powwows in Native communities are social events, but are also spiritual and closely tied to traditional culture. Photos from your event show a sign on the bar reading “Powwow and have a drink now!” with drinks called “Rain Dance Refresher,” “Dream Catcher,” and “Neon Teepee.” The vast majority of contemporary powwows celebrate sobriety and are very explicit about the prohibition of alcohol and drugs on powwow grounds. To associate the consumption of alcohol with a powwow is disrespectful, especially given the history of alcoholism in our communities. There were also many children at the event, and your celebrity appearances were tween Disney stars. As a result, now these children in attendance are being acculturated into thinking that Native peoples are one-sided stereotypes of feathers, war paint, and weapons, and that playing Indian is perfectly acceptable and fun. My young cousins worship anything to do with these starlets, and I know there are many other young girls who do the same, and that worries me to no end. This document is authorized for use only by Hillary Houston in COM-227-R1902 Public Relations 21EW1 at Southern New Hampshire University, 2021. Page 7 9B14A063 EXHIBIT 2 (CONTINUED) The bottom line is this: your event stereotypes and demeans Native cultures, collapsing hundreds of distinct tribal and cultural groups into one “tribal” mish-mash, thereby erasing our individual identities and contemporary existence. Until 1978 with the passage of the American Indian Religious Freedom Act, Native peoples could be arrested for practicing traditional spirituality -- many aspects of which you mocked in your party theme. While the theme may have seemed “fun” and “playful” to you, to me as a Native person, it just represents our continued invisibility. When society only sees us as the images you presented, it means that our modern issues of poverty don’t exist, nor do our modern efforts like schooling and economic development through sovereignty and nation building. We have sophisticated tribal governments and communities, but how will we be able to be seen as modern, successful people if we are continually represented through plastic tomahawks and feathers? You may have mental images of Native people stuck in the historic past, sitting around in teepees and smoking peace pipes, but if last night’s reaction on Twitter and Facebook showed you anything, I hope it showed you that we are contemporary peoples who enjoy fashion and fun, but don’t tolerate when our cultures are stereotyped and sacred aspects are trivialized. We don’t all run around with tomahawks and bows and arrows, or war whoop and say “how.” We do, however, mobilize as a diverse yet connected community through technology, and continue to fight for our living cultures to be celebrated in respectful and meaningful ways. While I commend you for taking down the thousands of photos from the Paul Frank Facebook page, I encourage you to issue an apology or statement surrounding the event, and let us know how you plan to remedy the situation. Hundreds of Native people and allies responded to the photos last night, and we are all waiting to hear from you. Thank you, Adrienne K. Source: Adrienne Keene, “Paul Frank Offends Every Native Person on the Planet with Fashion Night Out ‘Dream Catchin’ Pow wow,” Native Appropriations, September 9, 2012, http://nativeappropriations.blogspot.ca/2012/09/paul-frank-offends- every-native-person.html, accessed November 3, 2012. EXHIBIT 3: EMAIL FROM ELIE DEKEL TO DR. ADRIENNE KEENE Dear Adrienne K., My name is Elie Dekel and I am President of Paul Frank Industries LLC. I am writing to see if you would be willing to speak with me regarding the recent Paul Frank event. While we have not yet received your letter [AK note: I only had emailed it to the PR company], we have seen the copy online and would like to address your concerns directly. This is something we take very seriously, and since the event, we have begun to take numerous steps to address this regrettable and unfortunate situation. I’d like to talk with you so I can update you on what we’re doing as well as hear more from you, so we learn from this mistake. If you would be interested in speaking with me, please let me know how best to reach you and when you might be available. Sincerely, Elie Dekel Source: “Paul Frank Powwow Party Update: Am I Dreaming,” http://nativeappropriations.com/2012/09/paul-frank-powwow- party-update-am-i-dreaming.html, accessed September 14, 2012. This document is authorized for use only by Hillary Houston in COM-227-R1902 Public Relations 21EW1 at Southern New Hampshire University, 2021. Page 8 9B14A063 ENDNOTES 1 Meg James, “Haim Saban buys Paul Frank Industries,” Los Angeles Times, August 18, 2010, http://articles.latimes.com/2010/aug/18/business/la-fi-ct-saban-20100818, accessed April 16, 2013. 2 Meg James, “Paul Frank Industries Trying to Turn Julius into a Media Star,” Los Angeles Times, June 14, 2011, http://articles.latimes.com/2011/jun/14/business/la-fi-0614-ct-paul-frank-20110614, accessed April 16, 2013. 3 Ibid. 4 Paul Frank website, www.paulfrank.com/history, accessed March 7, 2013. 5  Ibid.  6 Meg James, “Haim Saban Buys Paul Frank Industries,” op. cit., accessed January 28, 2014. 7 Correspondence with Tracy Bunkoczy, vice-president, Design, for Paul Frank Industries, January 2014. 8 Paul Frank website, www.paulfrank.com/history, accessed March 7, 2013. 9 Ibid. 10 Paul Frank (as told to Lora Kolodny), “How I Did It: Paul Frank,” Inc., August 1, 2005, www.inc.com/magazine/20050801/qa.html, accessed March 7, 2012. 11 Ibid. 12 Meg James, “Paul Frank Industries Trying to Turn Julius into a Media Star,” op. cit. 13 Ibid. 14 Ibid. 15 Fashion’s Night Out website, http://fashionsnightout.com, accessed November 10, 2012. 16 Vancouver Celebrates Fashion’s Night Out website, http://fnovancouver.com, accessed April 16, 2012. 17 Correspondence with Tracy Bunkoczy, vice-president, Design, for Paul Frank Industries, January 2014. 18 Rachel Garcia, “Fashion’s Night Out Fans Choose Kardashians over Real Designers,” The Hollywood Reporter, September 7, 2012, www.hollywoodreporter.com/fash-track/fashions-night-fans-kardashians-kris-jenner-dash- 368810, accessed November 3, 2012. 19 Jessica Metcalfe, “Paul Frank’s Racist Powwow,” Beyond Buckskin, September 9, 2012, http://beyondbuckskin.blogspot.ca/2012/09/paul-franks-racist-powwow.html, accessed November 3, 2012. 20 ICTMN Staff, “Paul Frank Industries Offends With ‘Dream Catchin’ Party,” Indian Country Today Media Network, September 10, 2012, http://indiancountrytodaymedianetwork.com/2012/09/10/paul-frank-offends-with-dream- catchin-party-133478, accessed November 3, 2012. 21 Interview with Dr. Adrienne Keene, October 2013. 22 Interview with Dr. Jessica Metcalfe, October 2013. 23 For a sample of photos and marketing materials from the event, please visit Zimbio, www.zimbio.com/pictures/CX_JBwva- Is/Paul+Frank+Fashion+s+Night+Out/browse, accessed January 28, 2014. 24 Beyond Buckskin website, http://beyondbuckskin.blogspot.ca/p/about_16.html, accessed April 16, 2013. 25 Interview with Dr. Jessica Metcalfe, October 2013. 26 For photos of this image, please visit Native Appropriations blog at … 1 PRSA Code of Ethics The PRSA Code of Ethics applies to PRSA members. The Code is designed to be a useful guide for PRSA members as they carry out their ethical responsibilities. This document is designed to anticipate and accommodate, by precedent, ethical challenges that may arise. The scenarios outlined in the Code provision are actual examples of misconduct. More will be added as experience with the Code occurs. PRSA is committed to ethical practices. The level of public trust PRSA members seek, as we serve the public good, means we have taken on a special obligation to operate ethically. The value of member reputation depends upon the ethical conduct of everyone affiliated with PRSA. Each of us sets an example for each other – as well as other professionals – by our pursuit of excellence with powerful standards of performance, professionalism and ethical conduct. Emphasis on enforcement of the Code has been eliminated. But, the PRSA Board of Directors retains the right to bar from membership or expel from the Society any individual who has been or is sanctioned by a government agency or convicted in a court of law of an action that fails to comply with the Code. Ethical practice is the most important obligation of a PRSA member. We view the Code of Ethics as a model for other professions, organizations and professionals. PRSA Member Statement of Professional Values This statement presents the core values of PRSA members and, more broadly, of the public relations profession. These values provide the foundation for the Code of Ethics and set the industry standard for the professional practice of public relations. These values are the fundamental beliefs that guide our behaviors and decision-making process. We believe our professional values are vital to the integrity of the profession as a whole. ADVOCACY We serve the public interest by acting as responsible advocates for those we represent. We provide a voice in the marketplace of ideas, facts, and viewpoints to aid informed public debate. members 2 HONESTY We adhere to the highest standards of accuracy and truth in advancing the interests of those we represent and in communicating with the public. EXPERTISE We acquire and responsibly use specialized knowledge and experience. We advance the profession through continued professional development, research, and education. We build mutual understanding, credibility, and relationships among a wide array of institutions and audiences. INDEPENDENCE We provide objective counsel to those we represent. We are accountable for our actions. LOYALTY We are faithful to those we represent, while honoring our obligation to serve the public interest. FAIRNESS We deal fairly with clients, employers, competitors, peers, vendors, the media, and the general public. We respect all opinions and support the right of free expression. PRSA Code Provisions of Conduct FREE FLOW OF INFORMATION Core Principle Protecting and advancing the free flow of accurate and truthful information is essential to serving the public interest and contributing to informed decision making in a democratic society. Intent: • To maintain the integrity of relationships with the media, government officials, and the public. • To aid informed decision-making. Guidelines: 3 A member shall: • Preserve the integrity of the process of communication. • Be honest and accurate in all communications. • Act promptly to correct erroneous communications for which the practitioner is responsible. • Preserve the free flow of unprejudiced information when giving or receiving gifts by ensuring that gifts are nominal, legal, and infrequent. Examples of Improper Conduct Under this Provision: • A member representing a ski manufacturer gives a pair of expensive racing skis to a sports magazine columnist, to influence the columnist to write favorable articles about the product. • A member entertains a government official beyond legal limits and/or in violation of government reporting requirements. COMPETITION Core Principle Promoting healthy and fair competition among professionals preserves an ethical climate while fostering a robust business environment. Intent: • To promote respect and fair competition among public relations professionals. • To serve the public interest by providing the widest choice of practitioner options. Guidelines: A member shall: • Follow ethical hiring practices designed to respect free and open competition without deliberately undermining a competitor. • Preserve intellectual property rights in the marketplace. Examples of Improper Conduct Under This Provision: • A member employed by a “client organization” shares helpful information with a counseling firm that is competing with others for the organization’s business. • A member spreads malicious and unfounded rumors about a competitor in order to alienate the competitor’s clients and employees in a ploy to recruit people and business. DISCLOSURE OF INFORMATION Core Principle Open communication fosters informed decision making in a democratic society. Intent: To build trust with the public by revealing all information needed for responsible decision making. 4 Guidelines: A member shall: • Be honest and accurate in all communications. • Act promptly to correct erroneous communications for which the member is responsible. • Investigate the truthfulness and accuracy of information released on behalf of those represented. • Reveal the sponsors for causes and interests represented. • Disclose financial interest (such as stock ownership) in a client’s organization. • Avoid deceptive practices. Examples of Improper Conduct Under this Provision: • Front groups: A member implements “grass roots” campaigns or letter-writing campaigns to legislators on behalf of undisclosed interest groups. • Lying by omission: A practitioner for a corporation knowingly fails to release financial information, giving a misleading impression of the corporation’s performance. • A member discovers inaccurate information disseminated via a website or media kit and does not correct the information. • A member deceives the public by employing people to pose as volunteers to speak at public hearings and participate in “grass roots” campaigns. SAFEGUARDING CONFIDENCES Core Principle Client trust requires appropriate protection of confidential and private information. Intent: To protect the privacy rights of clients, organizations, and individuals by safeguarding confidential information. Guidelines: • A member shall: Safeguard the confidences and privacy rights of present, former, and prospective clients and employees. • Protect privileged, confidential, or insider information gained from a client or organization. • Immediately advise an appropriate authority if a member discovers that confidential information is being divulged by an employee of a client company or organization. Examples of Improper Conduct Under This Provision: • A member changes jobs, takes confidential information, and uses that information in the new position to the detriment of the former employer. • A member intentionally leaks proprietary information to the detriment of some other party. CONFLICTS OF INTEREST 5 Core Principle Avoiding real, potential or perceived conflicts of interest builds the trust of clients, employers, and the publics. Intent: • To earn trust and mutual respect with clients or employers. • To build trust with the public by avoiding or ending situations that put one’s personal or professional interests in conflict with society’s interests. Guidelines: A member shall: • Act in the best interests of the client or employer, even subordinating the member’s personal interests. • Avoid actions and circumstances that may appear to compromise good business judgment or create a conflict between personal and professional interests. • Disclose promptly any existing or potential conflict of interest to affected clients or organizations. • Encourage clients and customers to determine if a conflict exists after notifying all affected parties. Examples of Improper Conduct Under This Provision: • The member fails to disclose that he or she has a strong financial interest in a client’s chief competitor. • The member represents a “competitor company” or a “conflicting interest” without informing a prospective client. ENHANCING THE PROFESSION Core Principle Public relations professionals work constantly to strengthen the public’s trust in the profession. Intent: • To build respect and credibility with the public for the profession of public relations. • To improve, adapt and expand professional practices. Guidelines: A member shall: • Acknowledge that there is an obligation to protect and enhance the profession. • Keep informed and educated about practices in the profession to ensure ethical conduct. • Actively pursue personal professional development. • Decline representation of clients or organizations that urge or require actions contrary to this Code. • Accurately define what public relations activities can accomplish. 6 • Counsel subordinates in proper ethical decision making. • Require that subordinates adhere to the ethical requirements of the Code. • Report practices that fail to comply with the Code, whether committed by PRSA members or not, to the appropriate authority. Examples of Improper Conduct Under This Provision: • A PRSA member declares publicly that a product the client sells is safe, without disclosing evidence to the contrary. • A member initially assigns some questionable client work to a non-member practitioner to avoid the ethical obligation of PRSA membership. COM 227 Module Two Short Paper Guidelines and Rubric Overview: Based on the knowledge learned to date in the course, you will analyze a case study and apply professional ethical codes to a real-world public relations (PR) scenario. This paper also provides students with the opportunity to develop original recommendations, a common task of today’s PR professionals. Using the PR ethical codes as a guide, students will create counsel on how to handle PR situations ethically in the organization featured in the case study. Prompt: After reviewing the Public Relations Society of America (PRSA) and International Association of Business Communicators (IABC) codes of ethics and the PRSA Professional Standards Advisory PS-15, outline the unethical actions of the company Paul Frank in the case study. How could the PR professionals involved counsel the organization to different actions before the initiative’s execution? Case Study: Paul Frank and Native American Stereotypes: A Case of Misappropriation Paul Frank Industries (PFI), a privately held company based in the United States, held a media relations event in which Native American stereotypes were prominently featured. The images quickly spread on social media and the reaction quickly spread throughout the Native American community and beyond. The following critical elements must be addressed: I. Describe two unethical actions that occurred in the case study. II. For each unethical action you describe, create an appropriate recommendation for how PR professionals involved in the situation should have counseled the organization to different actions before the media relation’s event occurred. Support your responses and recommendations with research from the course readings and/or scholarly sources. Guidelines for Submission: Submit assignment as a Word document with double spacing, 12-point Times New Roman font, and one-inch margins. Critical Elements Exemplary (100%) Proficient (85%) Needs Improvement (55%) Not Evident (0%) Value Unethical Actions Meets “Proficient” criteria and supports description with research and significant detail Describes unethical actions that occurred in the case study Describes unethical actions that occurred in the case study, but the description is either inaccurate or lacks detail Does not identify any unethical actions that occurred in the case study 40 Recommendations Meets “Proficient” criteria and justifies recommendation with supporting research Creates an appropriate recommendation for the PR professionals in the case study to counsel the organization Creates a recommendation for the PR professionals in the case study that is not appropriate and/or lacks detail Does not create a recommendation for the PR professionals in the case study 40 https://www.prsa.org/about/prsa-code-of-ethics https://www.iabc.com/about-us/purpose/code-of-ethics/ https://www.prsa.org/docs/default-source/about/ethics/eas/ethical-standards-advisory-looking-the-other-way.pdf?sfvrsn=844d2ebf_2#:~:text=%E2%80%9Csee%20no%20evil%2C%20hear%20no,acknowledge%20it%20or%20feigning%20ignorance. Articulation of Response Submission is free of errors related to citations, grammar, spelling, syntax and organization and is presented in an easy-to- read format Submission had no major errors related to citations, grammar, spelling, syntax or organization Submission has major errors related to citations, grammar, spelling, syntax or organization that negatively impact readability and articulation of main ideas Submission has critical errors related to citations, grammar, spelling, syntax or organization that prevent understanding of ideas 20 Earned Total 100% COM 227 Module Two Short Paper Guidelines and Rubric The following critical elements must be addressed: Accessibility Report Filename: COM 227 Module Two Short Paper Guidelines and Rubric.pdf Report created by: Organization: [Enter personal and organization information through the Preferences > Identity dialog.] Summary The checker found no problems in this document. 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