On Misusing a Reputation – Sunday, July 16, 1944
There is something yet to be said on the subject of misusing a reputation. Some men acquire such reputations that others place implicit confidence in them. Their names, their word, the representations they make, are accepted by many at face value. This fact sometimes leads to the misuse of reputation, in one or another of its many forms—such as the practice of purchasing opinions for the purpose of influencing others—permitting one’s name to be used in the recommendation of things concerning which one knows little or nothing—permitting words to be put into one’s mouth, for a price.
Names have high value—especially names which are held in good repute—specially names which the public knows and has confidence in. Having built a good name, having acquired a good reputation, certainly it would be legitimate for a man to place the weight of his influence behind any worthy venture concerning which he had first-hand knowledge and sincere convictions—any venture which is as represented, and which would be of benefit to those to whom it is recommended. But merely to sell a name for a price without regard to personal knowledge or conviction, or without regard to accuracy of statement or benefit to those being influenced, would surely constitute a flagrant abuse of a good reputation.
People of much influence, of established public acceptance, whose names have high publicity value, are repeatedly approached with offers of advantage or remuneration for the use of their names for all manner of causes and purposes. Often the reason they are approached is because others can see the value, the influence, or perhaps the profit that comes with the use of such names. The problem reduces itself to the resolve of every honest man to see that his name is not misused. His good name among men, his reputation in this world, are possessions of high value and of great trust, and to misuse them or to consent to the misuse of them by others is a betrayal of trust. If a man’s name is worth a price because of the confidence his friends or his fellow men impose in him, it is certainly worth a much greater price for him to see that it is not misused—to see that no one is misled by his name or by his reputation among men.
Heard over Radio Station KSL and the nationwide Columbia Broadcasting System, from the Tabernacle, Temple Square, Salt Lake City, Sunday, July 16, 1944. Copyright – 1944.
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July 16, 1944
Broadcast Number 0,778