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The situation:
You represent a pest control company that is seeking to better public awareness in Texas.
Your agency decides a good way to get that awareness is to write an article about how Texans can protect their homes from termites. You do a lot of research about Texas’s termite problem and also interview the CEO of the pest control company about tips homeowners can use. After the article is completed, you start contacting various news outlets to see if they’d be interested in running the story.
Your client really wants more exposure in Longview, so you pitch the editor of the local paper. She tells you that she’ll run the story, but only if the pest control company buys two ads in the newspaper. The cost of the ads is roughly $350. If the article runs, it has the potential to be seen by 6,000 Longview readers.
What do you do?
Your response:
Explain why the situation may be unethical and what parts of the PRSA principles it violates. Mention at least two. (Note: Focus on the principles, not the values.)
How can you turn this situation into an ethical one? Backup your thoughts with details.
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