Now this really takes the cake. As business stories go, it’s a keeper. It’s ironic to the extreme, something you might find under “Odd News.” A major PR firm, Ruder Finn, this week announced that it was launching an Ethics Practice of all things.

First, let’s put this into perspective: It’s not inappropriate like Father Kilpatrick Opens the Lollipop Daycare Center. It’s just an odd mix like Trixie’s Adult Books Adds Prayer Chapel. I mean; I guess. Maybe. But a PR firm and ethics practice? What challenges the announcement’s credibility most is that it comes from the bumbling stewards of credibility.