Johnson, Organizational Ethics 3e, © 2015 – Instructor Resources
*Students will identify the ethical communication competencies demonstrated by
Morrie.
*Students will reflect on elements of dialog in their own relationships.
Discussion Guide
Case Study 4.3
The Stem Cell Account
Case Synopsis and Analysis
The owner of a small public relations agency (Tim O’Shannon) is asked to take on a
controversial account for a group promoting stem cell research. Tim could make the decision on
his own but decides to involve his employees instead. Before holding the discussion he decides
to set some ground rules. Readers are asked to assist Tim by analyzing the situation and by
supplying rules for a fair argument.
In this case students are asked to apply the rules of discourse ethics (moral argument) to a
controversial issue. To do so, they must think carefully about elements of the situation—affected
parties, communication channels, claims, reasoning and so on.
Discussion Guide
To determine if students understand the rules of discourse ethics, look for the following
responses to each of the questions.
1. What groups are affected by this decision?
2. Who should be involved in the discussion?
3. How should the discussion take place? What communication channels should be used?