PR Company Inc. (PR Company) is located in Fictionville, where casino gambling has been legalized for about 5 years. The casinos are apart of parent companies based in Las Vegas. The PR work for the casinos in Fictionville is done by smaller companies as they are more in touch with the local markets. In 1995, Tyler Durden - President and CEO of PR Company - met with Frodo Baggins, CEO of Rich Casino. Their purpose was to negotiate PR Company handling all of Rich Casino's PR. The negotiations were a success, and throughout the years Tyler and Frodo's business relationship flourished. The work done by PR Company was excellent, it got the Fictionville casino out of several tight spots, and it also helped Rich Casino become the premiere casino in Fictionville, a position once held by Super Casino. PR Company's efforts did not go unnoticed by Harry Potter, CEO of

By applying that definition to the story, we see that Tyler was put into a situation by virtue of his strong work with Rich Casino, and Super Casino's unethical offer to try and steal PR Company from Rich Casino. Super Casino wanted PR Company to work for them in order to boost them back to past glory. Harry was the cause of the situation, because he wanted to be back on top. It was definitely more of an individual problem because even though Super Casino would like to be number one in all markets, it is unrealistic. The executives in Las Vegas want to be number one, however, not at the expense of an ethics scandal. Harry felt more compelled to perform because he slipped to number two for the first time ever.

The final issue Tyler considered was PR Company's overall reputation, which is almost more important than anything in PR. Tyler said that reputation is everything, and any small slip up could cost him the business.

The example with PR Company is a couple years old, but is still relevant when compared to current breaches of ethics such as with Enron. Although they are on two different extremes, the principle of increased incentives leading to extreme greed is applicable. Because of this huge grey area created by increased incentives, the place of corporate ethics is more necessary than ever. The short term effects are utterly amazing, Enron made billions, and PR Company could have made substantially more if they accepted the offer. The effects of accepting that offer would not begin to manifest themselves immediately though.

Harry's personal problem presented Tyler with an ethical problem. His sense of right and wrong told him that it is wrong to accept this offer, and right to politely decline it. What is key is the factor of choice that comes into play. It seems easy to say the offer is not right, so it cannot be accepted. However, knowing Super Casino was willing to pay two times what Rich Casino was paying acts as a wild card. If PR Company had been having a slow year due to the economy, this new account could surely ensure they remained the top African American PR company in Fictionville. The extra revenue could have led to a salary increase, and Tyler could finally afford to add a new deck and swimming pool to his house. This new account was very likely to put PR Company, as well as Tyler, in a much better position. W

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Approximate Word count = 1584
Approximate Pages = 6 (250 words per page double spaced)