New Ethics Resources for Communicators

Each September, PRSA recognizes Ethics Month to bring increased attention to the communications profession’s core foundation. Please visit prsa.org/ethics and PRSA’s social media platforms for updates on programming.

A few years ago at ICON, I was walking through the trade show area, chatting with vendors and asking for their insights on what skills my university students needed to succeed in PR careers. 

I heard all the expected responses — strong writing, data interpretation, creativity and collaboration. But one answer caught me off guard. Without missing a beat, an employee from a social media monitoring company immediately said: “Ethics.”

I didn’t disagree with him. In fact, I was heartened and delighted by his response. Most practitioners and educators agree a strong ethical foundation is critical in the PR profession. So, what are some effective ways to teach public relations ethics?

Grounding education in ethics

Ethics instruction in public relations should always center on the PRSA Code of Ethics, a time-tested guide that remains relevant despite evolving technologies, tactics and media landscapes.

Years ago, PRSA’s Board of Ethics and Professional Standards (BEPS) developed the decision-making guide, which assists both students and practitioners in analyzing ethical issues through six steps: Define the specific ethical issue and/or conflict; identify internal and external factors that may influence the decision; identify key values; identify the parties who will be affected by the decision and define the public relations professional’s obligation to each; select ethical principles to guide the decision-making process; and make a decision and justify it.

In addition, BEPS developed several case studies that include a scenario, followed by the six-step decision-making process. These were paired with discussion guides to help facilitate dialogue and debate.

The case study method is widely used in ethics education because it encourages critical thinking, real-world application and engagement with complex moral dilemmas. Here’s why it’s effective:

1. Ethics is rarely black and white. Case studies present complex, real-world dilemmas that require students to analyze multiple perspectives, weigh consequences and make informed ethical judgments. This method develops problem-solving skills, helping students learn how to assess ethical risks and navigate uncertainty.
2. Ethical theories and principles can feel abstract when taught in isolation. Case studies apply these theories to real scenarios, making them more relatable and easier to understand. Students see how ethical principles play out in practical settings.
3. Case studies simulate real-world decision-making, requiring students to balance competing interests, assess risks and justify their choices. This mirrors professional ethical challenges, preparing students for ethical dilemmas they may encounter in their careers.
4. Ethical dilemmas often involve multiple stakeholders with conflicting interests. Discussing case studies helps students appreciate different viewpoints and develop empathy.
5. Through debates and discussions, students and practitioners can refine their ethical reasoning by considering opposing arguments.
6. Case studies highlight consequences of ethical and unethical actions, making us more aware of personal and professional responsibilities. 
7. Ethical decision-making isn’t just about making the right choice — it’s about explaining and defending it. Case studies require you to articulate your reasoning, improving your ability to communicate ethical concerns in professional settings.

By repeatedly engaging with ethical dilemmas, we can develop an ethical decision-making framework that applies beyond the classroom. This helps create ethically conscious professionals who can navigate complex moral challenges throughout their careers.

Expanding resources for an evolving profession

The case studies originally developed by BEPS years ago remain highly useful, relevant and credible resources. However, as the practice of public relations evolves, BEPS continues to expand on those materials by introducing new scenarios that reflect the evolving landscape. 

Topic areas cover issues such as deepfake videos, bridging political divides in communication, misinformation and AI-generated content.

While these resources are a valuable tool at the university level, they’re just as valuable for ethics officers and current practitioners who want a refresher or an update on how to thoughtfully navigate ethical dilemmas in today’s environment.

Whether you’re using these case studies in a classroom or a PRSA Chapter meeting, the discussion can begin with the ethical decision-making process and then broaden to include related considerations. 

For instance, you might explore how the decision could differ depending on whether you’re working in-house or at an agency. You could also discuss which values may be in tension — such as honesty vs. loyalty. 

Think more about the affected groups: Are any groups marginalized or disproportionately impacted? How should communicators prepare to deal with questions from media outlets based on the scenario and the decision made? Does your decision change based on the cultural/geographical context? Encourage participants to draw on current events, policy and their own values.

These added layers of discussion bring the scenarios to life, reflecting the complexity and nuance of real-world practice. By engaging with these challenges in advance, PR professionals are better equipped to navigate ethical dilemmas with clarity and confidence.