Some jokes just might pay off, literally.

Wednesday, August 31, Jerry Jones stood before 2,500 fans, media, players and coaches at the Annual Cowboys Luncheon held inside the Cowboys Stadium. He was talking about the NFL’s new collective bargaining agreement and thought that tagging on a joke at the end of his statement might entertain the crowd. There was no way the Dallas Cowboys Owner and G.M. could have predicted the backlash.

"We have assured that we will have 10 years of where we don't have any issues with anything regarding clubs, players or those types of salaries. Now, I will make an exception," Jones said. "Jay Ratliff will tell you, 'You've got a big issue, Jerry, with my salary. I need a little more money.'"

The seemingly harmless jab at one player’s paycheck could now earn him a raise. Although unintentional, Jones implied that Ratliff was unhappy with his current paycheck. Ratliff’s agent, Mark Slough, argues that the implication is absolutely false. In fact, Slough reiterates that they’ve never asked for a pay increase although Ratliff probably deserves one.

Well, because of Jones’ unintentional flub, Ratliff just might get it.

Fans are also going to the message boards and explaining their concerns of the possible pay increase. Most site Ratliff’s age. The Dallas Cowboys nose tackle is nearing 30, and fans are concerned that this joke could ultimately give another player an overblown paycheck.

Personally, while I agree that it was a thoughtless comment on Jones’ end—one that just might cost him—I don’t see why the joke even became a big deal, let alone a platform for contract renegotiation. It seems obvious that the joke was intended to be playful rather than insulting. And I think in an odd way that Jones also paid Ratliff a compliment in the misunderstood statement. It was his way of acknowledging Ratliff’s dedication and hard work, as the aging nose tackle has proven himself to be an asset to the team.

However, it was a comment that Slough was smart enough to capitalize on. Though in interviews, he seemed to hold no grudge toward Jerry Jones or his comment, he does hint that a contract renegotiation and impending raise could be in the works.

In 2009, I witnessed Ratliff become a huge part of the defensive line. He, DeMarcus Ware and Anthony Spencer worked together to become a powerful and unstoppable defense. But what have we seen from him since then? When I think back on the years following 2009, I can’t really think of a big play that’s caused him to stick out. So while at one time, he may have out-performed his modest contrast, is he really still doing it? I’d be hard-pressed to believe so.


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If you think about right and wrong, the differences seem as clear as night and day. However, if you were asked to describe what is right and what is wrong, the answer might not always be the same. You know that lying is wrong, but what exactly constitutes a lie? You agree that murder is wrong, but what if it’s done in an effort to defend a country? The answers will differ from person to person, and that stems from their personal beliefs, cultures, influences and moral values.

In Public Relations (PR), those answers can be just as hard to define. Should you lie in the interest to protect your client? What if it’s not really a lie so much as an omission? Would it still be wrong? There are many circumstances where a PR practitioner can face ethical dilemmas, and it’s important that they can distinguish what is right and wrong so that they can reach an ethical decision quickly.

PR professionals are basically the middleman between a company or client and the public. One of their main jobs is to publicly promote a client in hopes to generate a positive gain. A lot of the times, these professionals will have to face tough decisions. A client can sometimes ask that important information be withheld from the public, and ultimately the PR practitioner will be faced with whether he should obey the client or provide the “need to know” information to the public. For some, when money talks and you’re not sure who you’re most obligated to, this can be a tough decision to make.

It’s very important that those PR professionals look to their ethics. In the field, there is even a guideline of ethical rules and codes that a professional must abide by. It’s surprising, though, because despite this Code of Ethics rulebook, PR still seems to carry a negative connotation. For some, ethics and PR do not go hand-in-hand, and if asked, they’ll say that the field is made up of professional liars. This is most likely due to several scandals, like Watergate and Enron, where PR played a heavy role.

Gini Dietrich, owner of Arment Dietrich and author of “Spin Sucks”, was asked about ethics at the 2011 PRSA Counselor’s Academy. Her main focus was on education. Sometimes poor decisions are made because someone might not fully grasp the ethical dilemma, and Gini, whose book concentrated on fighting destructive spin, seemed to be really focused and adamant on educating not only her staff but her clients as well.

“We actually have one client who will say, ‘Why won’t you let us do that?’ And we say, ‘Because it’s not ethical.’ And he’s always like, ‘But why?’ And so, you know, we have a really good rapport with him in helping him understand why certain things are ethical and why certain things are not. It’s really an ongoing education process because there are so many bad examples in our industry, so just keep educating and talking about it.”

Ultimately, I agree with Gini. I think education is probably the main deterrent to unethical behaviors in PR. Often times, individuals do not want to act unethically. But they do so because they don’t know any better. They make a bad decision because they might feel like they’re obligated to obey the client and might not understand why the situation could be deemed as unethical. It’s a good thing that classes are now teaching aspiring young professionals the ins-and-outs of ethical PR practices. I think that this will shape the PR industry as well as the public view, and will help to decrease the amount to scandals that bring down the industry’s image.


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    Name: Amber Mullins
    Age: 28
    Location: Plano, Texas
    Concentration: Public Relations/Marketing
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