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PRSA Dallas Refutes Dishonest Tactics

Skullduggery to Sock Puppets: PR Response to Fictitious Online Profiles

Hosted by the Technology Section.

This interactive discussion is not currently available. Email the Sections Department to inquire about future availability of this program.

Categories: Crisis & Reputation, Ethics, Social Media

Fake social media accounts not only violate ethical principles — they are a serious breach of professional and public trust. The PRSA Dallas Chapter took a strong position on this issue during a very public battle between a famed downtown Dallas artistic garden and a neighboring high-rise tower. The tower hired a PR firm run by a former TV anchor, who created fictitious accounts online to criticize the artistic garden, city leaders and even the mayor.
How can public relations professionals — and employers — best address similar ethical problems? Hear Rand LaVonn, APR, change management manager for Atmos Energy, discuss what can happen when clients ask for PR actions that cross the line. He will also address how protecting integrity and the public trust are fundamental to the profession’s role and reputation.


Rand LaVonn, APR, change management/communications manager, Atmos Energy

Photo of Rand LaVonn, APR With 25+ years of professional and management experience, LaVonn provides cooperative leadership with a strong work ethic based on clear, results-driven actions to achieve a measureable target. Skilled in executing comprehensive programs toward organizational change, he has also handled crisis situations, customer service, natural gas/pipelines and fossil/nuclear/wind generation challenges. LaVonn received the PRSA 2010 National Silver Anvil Award of Excellence in business community affairs, and won the IABC Dallas Quill Award of Excellence in 2011 and 2009.


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