Ethics Moment – Professional Spokesperson

You are involved in the introduction of a new drug. You have identified your audience as females ages 18-25. As the campaign develops, the main strategy is to use a testimonial of a highly recognized music star who has the medical condition for which the drug was developed. You recommend a good candidate as a spokesperson and contact her/his agent. The spokesperson would be paid.

How do you identify the spokesperson in the testimonial?

Guidance — Professional Standard 6 Professional Spokesperson

Spokespersons who offer opinions, endorsements or points of view in the media have a responsibility to disclose any financial relationship they have with a person, organization, product or entity on which they offer comment. This responsibility extends to the public relations professionals who may enlist such spokespersons on behalf of the client.

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