Ethics Moment – Media Calls

You work in the corporate communications division of a pharmaceutical company. Your company has hired a public relations agency for a six-month campaign to introduce a recently approved drug for muscular dystrophy. Due to the high visibility of this illness (i.e., Jerry Lewis Telethon), media attention is expected to be very high. The decision is to have two media specialists from the agency physically located on-site in your offices to manage media calls.

How do you instruct the media specialists to identify themselves during media calls?

Guidance — Professional Standard 1 Disclosure of Employment Status

When speaking to the public and/or the media on behalf of a client, agency personnel or independent consultants should uniformly and clearly identify themselves as outside spokespersons, retained by the company. 

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