Describe two unethical actions that occurred in the case study.

Overview: Based on the knowledge learned to date in the course, you will analyze a case study and apply professional ethical codes to a real-world public
relations (PR) scenario. This paper also provides students with the opportunity to develop original recommendations, a common task of today’s PR professionals.
Using the PR ethical codes as a guide, students will create counsel on how to handle PR situations ethically in the organization featured in the case study.
Prompt: After reviewing the Public Relations Society of America (PRSA) and International Association of Business Communicators (IABC) codes of ethics and the
PRSA Professional Standards Advisory PS-15, outline the unethical actions of the company Paul Frank in the case study. How could the PR professionals involved
counsel the organization to different actions before the initiative’s execution?
Case Study: Paul Frank and Native American Stereotypes: A Case of Misappropriation
Paul Frank Industries (PFI), a privately held company based in the United States, held a media relations event in which Native American stereotypes were
prominently featured. The images quickly spread on social media and the reaction quickly spread throughout the Native American community and beyond.
The following critical elements must be addressed:
I. Describe two unethical actions that occurred in the case study.
II. For each unethical action you describe, create an appropriate recommendation for how PR professionals involved in the situation should have
counseled the organization to different actions before the media relation’s event occurred.
Support your responses and recommendations with research from the course readings and/or scholarly sources.

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