Ethics Month: Annual Spotlight on our Superpower

Since its founding more than 75 years ago, PRSA has been unwavering in its commitment to ethics in our profession. Back then, concerns over conflicts of interest, misrepresentation of facts, unfair competition and invasion of privacy formed the basis of what would become PRSA’s Code of Ethics. Today, the Code, strengthened by Professional Values and Provisions of Conduct remain stalwart — if not prescient —as practitioners face a host of ethical concerns in a world where big data is getting bigger, artificial intelligence is getting smarter and deep fakes are getting more insidious. From misinformation and disinformation to paid influence and transparency, professional communicators must be more than just PR tacticians, we must serve as our clients’ ethical conscience.

Ethics Resources, Guidance and Support For Today’s PR Pros

To that end, each September during Ethics Month, PRSA members are reminded of our superpower —that which makes us standout among communicators — our adherence to a Code of Ethics, which not only acts as a resource for members when ethical dilemmas arise but also serves as a paradigm for industry professionalism.

Thursday, Sept. 14, tune in to learn more about how the Code of Ethics has evolved and continues to apply to our practice in Shining a Light on Dark Tactics: Disinformation, Climate Litigation and the PRSA Code of Ethics. Registration for this webinar is free and open for PRSA and PRSSA members.

Plus, September gives us an opportunity to visit PRSA's website, which provides a wealth of resources, including Position Papers, Ethical Standards Advisories, even an ethics quiz to test your ethics knowhow. And don’t forget Strategies & Tactics and PRsay as sources of great ethics content during Ethics Month and throughout the year.

Members can also join MyPRSA’s Ethics in Communications Community to stay on top of announcements, access on-demand webinars and participate in ethics discussion and debate. One recent discussion shared a timely resource from CIPR on the impact and opportunities of AI on public relations and the business community.

For more information about the Code of Ethics and PRSA’s stance on ethical communications, email the PRSA Board of Ethics and Professional Standards at [email protected]. If you’re struggling with an ethical dilemma and wish to speak to someone from our chapter, contact Teresa Dougherty, APR, PRSA Colorado ethics officer or Liz Viscardi, APR, PRSA Colorado president .

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