Navigating Ethical Dilemmas: How Can We Help?

Each September, PRSA celebrates Ethics Month, featuring programs presented by the PRSA Board of Ethics and Professional Standards (BEPS). This year’s theme is “Leading With Ethics.” Please join the discussion on Twitter via #EthicsMonth, and follow along with our ethics-related blog posts, a webinar on Sept. 21 and a new Ethics Quiz. 

In addition, BEPS offers guidance on how to handle sticky, ethical situations that as a PR practitioner you may encounter. Consider these: your client wants your PR team to explore paying an “influencer” to help position your company’s brand. Paid spokespersons are nothing new, but with influencer marketing playing a greater role in our outreach efforts, you may wonder about the ethics behind paying spokespeople to talk about your brand? What about pay-for-play? How does that work in public relations? And sponsored content, should your firm be paying a third-party to promote its messaging? If so, what are best practices when using native advertising or sponsored content? What if your CEO’s vey public speech “borrowed” content without attribution or permission? Where is the line? What are the ethics?

Every day, PR pros make decisions that affect the work they do in public relations. PRSA along with our chapter want to remind you that we’re here to help you navigate the lines that sometime get crossed when ethical dilemmas collide with communication practices.

BEPS Position Papers include:

• Pay for Play
• Ethics and Social Media
• Plagiarism
• Paid Spokespersons and Influencers
• Representing Front Groups
• Overstating Fees or Compensation
• Native Advertising & Sponsored Content
• AI and Leadership Accountabilities
• Social Media as a Reflection of Majority Opinion
• Information Leaks 

For more information on ethics in communication or for local support, reach out to Teresa Dougherty, APR, PRSA Colorado ethics officer.

Author: Teresa Dougherty, APR, PRSA Colorado Ethics Officer