The vice chancellor of clinical research at Duke University suggests that a public relations agency ...

The PRSA Code does clearly suggest that practitioners should not mislead
members of the media and the public and should reveal sponsors for causes and
interests represented. Two-way symmetry suggests that the agency might
encourage the client to improve the product. However, with vast amounts of
money devoted to product development, the very real possibility exists that the
agency-client relationship would dissolve. It might be difficult for an ethical
agency to tell a client it will work on other aspects of public relations but will
look the other way while the client tries to mislead the media and the public.

Excellent response