Ethics is Foundational to What We Do: Member Resource
Ethics is Foundational to What We Do: Member Resource
Since its founding 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 PRSA’s Code of Ethics. Today, the Code, strengthened by professional values and provisions of conduct, remains fundamental — 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 threaten the very foundations of fact and truth. From misinformation and disinformation to paid influence and transparency, the role of a PR pro is to be more than just a tactician or our company’s voice. Today, we function as our clients’ ethical conscience.
For nearly 10 years, I’ve served as the chapter’s ethics officer. In that capacity, I provide members with knowledge and understanding of ethical communications in coordination with PRSA’s Board of Ethics and Professional Standards (BEPS). In addition, I’m available to members should workplace ethical dilemmas arise and you need advice, a resource or a confidential sounding board who won’t pass judgment. During my 25-plus year career in PR — working in agencies, corporate communications and independently as a consultant — I’ve experienced some tricky ethical situations that could have resulted in both financial and reputational damage for my clients. I’ve discovered that navigating a world where right and wrong is not always black and white. As such, I invite you to contact me if you’re struggling with an ethical dilemma. I can’t promise I will solve your problem, but I will listen and try to help.
Don’t forget, PRSA provides members with a wealth of ethics resources including Position Papers, Ethical Standards Advisories, even an ethics quiz to test your knowledge. Strategies & Tactics and PRsay are great sources for ethics content as well. Members can also join MyPRSA’s Ethics in Communications Community to stay on top of announcements, access on-demand webinars and participate in real-time ethics discussion and debate.
A wise PR practitioner and venerable chapter member named Jane Dvorak, APR, Fellow PRSA, once reminded me that among other things, what makes PRSA members distinct from others in communications is our adherence to a code of ethics. As such, ethics is foundational to what we do.
Teresa Dougherty, APR, principal TND Strategic Communications, ethics officer PRSA Colorado
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