Why are values important to the practice of public relations, and to what degree did Ashland and ...

Values should govern one's actions and how one communicates. When they
don't, a false impression -- one that can damage an organization's reputation --
may be left behind. Because Ashland more effectively communicated its concern
for the environment and its willingness to accept responsibility, it was praised.
On the other hand, some interpreted Exxon's ineffective communications as the
company placing a higher value on profits than on social responsibility. That
perception still haunts the company today. It may be an unfair judgment, but, in
the court of public opinion, perception is reality.