Former ITT corporate communications chief Tom Martin, now executive-in-residence at the College of Charleston, took to the Arthur W. Page Society blog to discuss how he'll explain the Burson-Marsteller/Facebook controversy to PR students.

Among his points: "If someone whispers in your ear something bad about another person and you later find that the whisperer was being paid to do so, I think the whispered message loses more than a little steam."

He also says ethical episodes like this one could impact where his students' resumes go after graduation. "What I will ultimately discuss with my students, who aspire to starting positions in this industry, is that they must examine their own values in considering how and with which firms they will begin their careers," he writes.

Read his full take here