The specific objective of this final paper was to explore and analyze ethics and its influence within public relations. In addition, this paper also studies and examines the impact of corporate social responsibility and its role in building a company's reputation. Case study research, as a method that allows better understanding of complex issues was used as the primary method of research in this paper. With this method, crisis situations within the Nestlé company were analyzed to demonstrate the importance of compliance with ethics and ethical standards in business. The aforementioned methodology was used to analyze three crisis situations which were caused by violations of corporate social responsibility and unethical behavior and that have affected the company's reputation. The analysis of those crisis situations provides an overview of the activities that have occurred as well as the consequences for the company and its reputation. This final paper consists of relevant literature on the subject matter that helped to prove the hypothesis that ethics and corporate social responsibility are really important for building a positive reputation.