The Ethical Optimist

It’s tough defending the public relations profession when folks like the team at Rolex issue ridiculous press releases that further position us as spin doctors.  While I’ve seen some truly tasteless releases, this one takes the cake:

Rolex Watches Help Owen Wilson Recover From Attempted Suicide

After Owen Wilson’s Suicide Attempt, Rolex Watches Play a Key Role in the Recovery of Owen Wilson, Reported by Melrose Jewelers, USA’s #1 Online Rolex Watch Retailer

The release was posted on MarketWire  (who also get a slap on the wrist for not counseling their client to cease and desist when they reviewed this release).

According to the release:

SEATTLE, WA – Rolex: Melrose Jewelers reports that, after a frightening suicide attempt in 2007, Rolex watches appeared to play an essential role in actor Owen Wilson’s recovery. On August 29, 2007, Time magazine reported: “speculation about his drug use, depression over his May break-up from Hudson and a recent fight with a friend have peppered the coverage of Wilson’s hospitalization.” A People magazine cover story out Friday quotes a friend as saying: “Owen was very despondent. He slit his wrists. He almost did not make it.” It was a dark period in Wilson life, and Rolex watches played a key role in helping Owen regain his bearings and his success.

Not only is the release in extremely poor taste, but it makes the public relations team at Rolex look absolutely ridiculous.  Unfortunately, it also hurts the rest of us due to guilt by association. 

The number of blog write ups slamming this release is truly spectacular.  Here’s one reason why…check out this hyped-up claim:

After returning home from the hospital, Owen was captured by a photographer walking on the beach, wearing his Rolex Submariner. Later, he was seen riding his mountain bike in Santa Monica with the Rolex Submariner on his wrist. Obviously, the quality of a Rolex watch helped Owen realize and appreciate the quality of his own life.

I was dumbfounded reading this release.  Earlier in my career I represented SMH Group and The Federation of the Swiss Watch Association and found most of the people I worked with to be extremely professional.  This is amateur hour to say the least. 

The next release they issue should be an apology to Mr. Wilson, the media and their fellow professionals.

A friend sent me a frightening statistic today. 

Layoffs in the media industry, which includes film and TV companies, amounted to 28,083 last year, the highest since 43,420 staffers were let go in 2001 following the bursting of the dot-com bubble.

It’s painful. One reporter at the Ledger told me, “We can’t even pretend anymore,” referring to their level of coverage.

According to another buddy of mine from NBC, they’re letting go of all the seasoned pros and hiring kids to save money.

On the public relations side, we see it everyday.  Just a few weeks ago, I called New York Magazine to see if they’d like to meet the incoming head of the U.S.O.  She responded, “I’ve never heard of the USO, what do they do?” 

Okay, I’m not exactly a dinosaur and we’ve got two wars going on right now…if you’re in the media business and you’ve never heard of the USO, that scares me a bit.

It’s more frightening if you consider the fact that media filters the information that flows to the consumer.  Let’s face it, it is far easier to manipulate a 21 year old with a journalism degree than a grizzled 50 year old who’s been there and done that sitting on the news desk. 

It’s another reason I’m so hell bent on promoting ethics in the public relations profession. If we’re not delivering accurate, transparent info, we’re part of the misinformation chain.  That chain is growing ever stronger with the lack of experience on the filtering side.

This has a direct influence on the type of info the public receives and how they frame their opinions as a result.

I can’t help but wonder where it will all lead, but it’s not looking good.

I read an interesting article about an ethics course state workers will be taking in Illinois.

According to the article:

More than 200 state employees are expected to take part in the ethics seminar at University of Illinois-Chicago. Featured speakers include agency heads, as well as speakers from Gov. Rod Blagojevich’s own office.

What shocked me about the story, were the comments from readers who felt that the training was a waste of taxpayer money.  For example:

What a farce! I can imagine the travel and per diem costs plus the course costs…can our money be better spent?? What fools we are for keeping these leaders in office…believe we can do better with Joe Citizen running the government…it wouldn;t be without mistakes, but I don’t believe they would be calculated mistakes…

To consider ethics training in government or business a waste of money is absurd…if the training is structured correctly.  Very often, people who work in government, business, non-profit, or any organization for that matter, break the rules inadvertently.  They learn to do things “the way they’ve always been done” and never really question whether or not they are acting ethically or legally.

Others are just unsure of how to file a complaint or make ethical issues known to those who can do something about them in an anonymous matter.

Ethics training often sheds light on both issues.  It gives guidance on what the rules are, where to find them, and how to raise a red flag when there is doubt.  

I’d rather see governments spend money on ethics training and reporting mechanisms than on $10,000 hammers.

I’m delighted to share some terrific news from the folks at GWU. The School of Business has revolutionized its MBA programs through the launch of the first-ever curriculum in the country fully imbued with theories and practical applications on ethical leadership, corporate responsibility, and globalization.  The new Global M.B.A. and World Executive M.B.A. programs incorporate values, theory, and international residencies to produce ethical leaders primed for success in today’s global marketplace.

Bravo! I’ve long advocated for this type of curriculum in business schools. Values-based leadership skills need to be taught to our future business leaders if we are to change the status quo.

“We are not content with teaching business the way it always has been taught,” said Susan M. Phillips, dean and professor of finance. “The global business paradigm has shifted, and it is our fundamental responsibility at the GW School of Business to inspire students to act responsibly, lead passionately, and think globally. Our new M.B.A. curriculum will cultivate business leaders empowered with the knowledge and practical skills to navigate the complex global marketplace, from developed to emerging economies, and grounded with a solid value system of ethical responsibility and personal integrity.”

You said it, sister!

“We believe that being a great business leader isn’t just about know-how, it’s about character,” said Murat Tarimcilar, associate dean of graduate programs and one of the chief architects of the new curriculum.  “Our graduates will both assume the role as managers and also the identity of leaders with high moral values and a strong understanding of the global environment.”

I have to tell you, this type of thought leadership is refreshing. Again, while many schools feel they are grooming our future business leaders for success, few are aggressively promoting/requiring ethics as an educational component.

For more information about GW’s School of Business, visit http://business.gwu.edu.

For more news about GW, visit the GW News Center at www.gwnewscenter.org.