Date: September 25, 2016

To: Dr. Doug Swanson

From: Daniel Kidd
Subject: Piney Woods Lumber Company Lawsuit

This memo probes about the lawsuit filed by Matt Martinez against the Piney Woods Lumber
Company, Jim Haskins, its personnel director, and Bob Burruss, its public relations specialist.
Matt Martinez is an employee in the companys production plant near Mount Reavis. He was
interviewed by Jim Haskins as the company develops strategies concerning alcohol consumption
of the employees on and off the job. This is seen to be one of the major reasons of low
productivity in the facility. The story of Martinez was published in the companys newspaper
with the main goal of encouraging other employees having drinking problems to take an alcohol
treatment and recovery programs. Although the article was a straightforward retelling of his
previous life as a heavy drinker and being convicted for DUI and manslaughter, it emphasized
Martinezs successful recovery and great life today.
Matt Martinez filed a suit based on the tort of privacy law where his individual right to
confidentiality was illegally invaded. The arguments of his lawsuit are mainly based on
publication of private facts. This encompassed disclosure of his private and personal life and
information which arent newsworthy or part of any public record. During the interview,
Martinez told Haskins that he had never conferred his previous life with anyone at work,
especially his manslaughter conviction, as he was very ashamed of his behavior during his
teenage years. He did not want to be judged easily by his co-workers and affect the way they
look at him. Despite knowing this, Haskins still published the said events in the article which
damaged the reputation of Martinez not just to his fellow employees, but to other people as well.
Despite giving his permission to publish his profile to the company, I believe Martinez had a just
cause to sue. He gave his trust to Haskins and the company when he revealed important facts
about his life. Haskins and Burrus knew how sensitive and vital their gathered information are
which can negatively affect the image of Martinez if not appropriately handled and disseminated.
The company must have set the limits of up to what extent they can disclose information to the
public considering the rights of Martinez, especially since he is not a public figure and the
potential damage to his name.
With their actions, Haskins and Burrus could be liable as individuals. Haskins was aware that the
private information revealed by Martinez was not known by others. I believe they were just after
the best article for the company and did not act with malice. But with their approval of
straightforward retelling of Martinezs sensitive information, negligence happened. They must
have contemplated more about the fact that negative judgement for him is highly possible. With

this, an ethical decision is to not incorporate the said information to protect the reasonable
individual.
To avoid legal problems with Martinez, Haskins and Burrus should have talked to him first about
the main objective of the publication. They must have explained to him in details what are the
specific information that will be included in the article. If Martinez feels that his privacy is being
invaded in some parts, Haskins and Burrus shall make adjustments. It is very important to get his
approval of what shall be disclosed to the public. Once the article is granted, they should have
asked Martinez to sign a full consent giving permission to disclose the information as needed.
This shall still depend on what they have agreed upon. The final draft of the article must be
approved by Martinez as well prior to publication.
The Piney Woods Lumber Company can defend itself through the written consent given by
Martinez to do an employee profile and publish his story. Also, it can justify that they released a
reliable article which is not fabricated. Furthermore, the article did not majorly dwell about his
dark teenage life, but focused on how he successfully recovered and achieved the great life he
has now. The main goal is for him to be an inspiration to those who are facing the same situation
he had suffered and experienced before.
If given a chance to be the PR specialist, I would have set standards on appropriate and
acceptable information to be disclosed to the public. I shall only publish information which is
allowed by the law and those which will not negatively impact the reputation of the reasonable
person. In the situation, I will explain to Martinez the full details of what will be incorporated in
the article and even give him the final draft before printing and releasing it to the public for
approval. I will explain to him the companys goal and his true story is needed to motivate more
his co-workers to change for the better.
It is very significant for the company and the PR specialist to consider factors that might put
them in a negative situation. Legal rules when it comes to public relations must be given high
importance. Likewise, ethical behavior and decisions must also consider. The lawsuit must have
been prevented if Haskins and Burrus explained to Martinez what will be putted in the employee
profile. It is not enough to just get the permission and tell him that his story will be published.
They must have had the concern to explain to him in details what the article will be all about.
Although this achieved the goal of the company and inspired other employees to take the
rehabilitation program, negatively affecting an individual for the benefit of many is not an ethical
act.
Thank you.