Richard's story is a particularly public example of taking a stand on a controversy that could well undermine one's own interests. It is a powerful illustration of what is known as moral courage. The personal and professional stories of the media exemplars in this study are studied with examples of variations on the theme of moral courage, of controversial stands taken on principle, of well-being risked and hardship endured to act on what the journalists and PR practitioners believed was right, despite the potential or actual costs. Winston Churchill, often referred to as a paragon of both physical and moral courage, said courage was the 'first' human quality, because it guaranteed the possibility of all others. The moral psychology research over the last several decades one of the most urgent questions has been how individuals manage to blend the abstract claims of morality with the stuff of daily living.