By James Wickman, iCMA-CM
You are a visible and trusted member of your community and profession. Your opinions are respected by residents and peers. Naturally, there are many businesses that would also value your public support for their work. It is just as important that the public is confident in the integrity of your spending decisions.
The Ethics Committee occasionally runs into questions about what is and what is not appropriate in this arena. Rather than reinvent the wheel, I was reminded of some insights provided in past Ethics Matter! articles from ICMA.
Q. The lead attorney who prevailed in a difficult lawsuit on behalf of the village asks the village manager to serve as a professional reference. Is this OK?
A. Yes, serving as a reference gives you the opportunity to talk about your experience with the vendor in context and respond to questions. Providing a letter of reference is acceptable, too. The letter should encourage readers to contact you to discuss the company’s performance and make it clear that your comments are not to be used for marketing purposes.
Q. The architectural firm that designed the new county library is adding a photo of the facility to its new promotional brochure and asks the county administrator for a quote touting the firm’s design expertise. Is it ethical for the manager to comply/
A. No. Members should not endorse commercial products or services by agreeing to the use of their photographs, endorsements, or quotations in paid or other commercial advertisements. Marketing brochures, Web sites, and press releases are all forms of advertising. Providing a blanket endorsement for a firm you hired may lead the public to conclude inappropriately that the local government has placed its seal of approval on the business. This advice holds whether the member is compensated for the effort or not.
Q. While browsing through the exhibit hall at a conference, you had your picture taken with one of the conference sponsors. Several months later, a brochure arrives in the mail touting the firm’s work, and it uses that photo on page one.The photo caption clearly identifies you and your position. What should you do?
A. The best course of action is to call the vendor immediately to request that the vendor stop distribution of the brochure. Follow up the call with a letter explaining your commitment to the ICMA Code of Ethics and copy ICMA/
Q. A well-respected colleague is writing the definitive book on community building and has shared drafts for your review and input. She asks you for a testimonial for the back cover. Is this OK?
A. Yes. Recognizing the value of sharing knowledge, the ICMA guideline permits members to endorse books or other publications as well as professional development or educational services provided by nonprofit membership organizations or recognized educational institutions. You should decline any fee if offered.
The guideline also provides an exception so that members can endorse and promote products or services in which the local government has a direct economic interest. You are also free to share in articles or reports for professional publications your observations, opinions, and analyses of commercial products you used or that were tested by the local government. You should always feel free to contact the MME Ethics Committee with any other questions.
James Wickman, ICMA-CM
Township Manager, Hartland Township
Chair, MME Ethics Committee
James Wickman has been the Hartland Township Manager since 2007, and was previously Village Manager of Mayville. He started his professional career as a police officer with Pittsfield Township. You may reach him at 810-632-7498 or jwickman@hartlandtwp.com.