A fresh approach to building integrity in all media Media Ethics at Work: True Stories from Young Professionals transforms students into confident, self-reliant, and ethical decision makers, prepared to resolve moral dilemmas from day one of their first media job or internship. The highly anticipated Second Edition of this text continues to engage students with true stories of young professionals working in today’s multimedia news and strategic communications organizations, helping readers create meaningful connections to real-world applications. Each story is presented as a narrative, so students can work through the ethical dilemmas as they unfold, encouraging readers to think about and ask the question: “What would I do if this happened to me?” By creating a more personalized experience for students beginning their first entry-level media jobs or internship, this book helps readers develop their own ethical standards and apply in the workplace what they have learned.

Focus Group Dilemma : The Case of the Compromised Tagline

Focus Group Dilemma : The Case of the Compromised Tagline

Focus Group Dilemma: The Case of the Compromised Tagline
Nancy Furlow

A nonprofit organization decided to “rebrand” and scheduled a series of focus groups to test new taglines. The newly hired vice president of communications came up with her own idea for a tagline and wanted it to be part of the focus groups. Then, when the first focus group didn’t reach the conclusion she wanted, she took steps to predetermine the outcome.

Having inside knowledge of what the vice president was doing put a young professional in a difficult position. She believed her boss was pushing the nonprofit in the wrong direction—but what would she risk if she confronted the boss or ...

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