PRSA

PRSA

National Capital Chapter

Conflicts, Clarity, and Credibility: What PR Pros Can Learn from the Clippers Saga

By Sabrina Kidwai, APR, CAE, PRSA NCC Ethics Office

September is Ethics Month for PRSA. Earlier this week, Crystal Borde and I hosted an ethics conversation, and we had great questions on how to handle different ethical situations. 

The recent reporting around Kawhi Leonard, the Los Angeles Clippers, and Aspiration has raised serious ethical questions—not only in terms of legality under NBA rules, but also in terms of public relations, transparency, trust, and organizational ethics. Here’s a story from Front Office Sports that gives a timeline of the entire situation. 

As communicators, stakeholders, and fans, we should examine what this saga shows about ethical communication, and what lessons PR practitioners can draw from it, using the PRSA Code of Ethics. 

PRSA Code of Ethics—Key Values & Provisions That Apply

The PRSA Code of Ethics is built around core professional values: Advocacy, Honesty, Expertise, Independence, Loyalty, Fairness. The situation has issues of disclosure, conflicts of interest, free flow of information, and fairness.  

  • Disclosure of information: Were Leonard’s deals with Aspiration fully disclosed in all relevant forums (to the NBA, to the public, to the Clippers’ stakeholders)? If there was a “no-show job” or stock option, was that disclosed and does it comply with both NBA rules and public expectations?
  • Conflicts of Interest: Owner investments into Aspiration, minority owner investments, and sponsorship deals involving Aspiration, all raise potential conflicts. If the same organization (or its leadership) benefits from a company that has contracts, payments, or relationships with a star they also employ, that is a conflict—or at least perceived as one.
  • Free Flow of Information: The public has questions whether the Aspiration relationships were fully disclosed and whether payments (or stock, or no-show roles) were appropriately described. If any information was omitted or mischaracterized, that could violate the honesty obligation.
  • Fairness: If Leonard or the Clippers received an unfair competitive advantage by using Aspiration in a way that others cannot replicate, fairness becomes a concern. Also, fairness to other players, teams, and the league enforcement mechanism.

What Ethical PR Practices Should Happen

Given the PRSA Code, and given this situation, what should Kawhi Leonard, the Clippers, and their communicators be doing (or have done) to meet ethical standards?

Full and early disclosure: To avoid rumors and speculation, share as much as possible about the nature of the relationships (what Leonard is doing for Aspiration, what he gets, how it’s structured) that doesn’t violate confidentiality, to public and league stakeholders.

Clarity of roles and deliverables: If there are services to be performed, roles to fill (e.g. advisory, spokesperson, etc.), be clear what is expected. If a “no-show job” is alleged, clarify what work is expected and done.

Conflict mitigation: If team leadership is financially invested in non-team businesses that also contract or partner with the team or its players, ensure those relationships are handled with structural safeguards (independent oversight, transparent contracts, disclosures).

Transparent communication: When allegations arise, respond with clarity—not just denials, but explanations supported by evidence (documents, contracts), if possible. Avoid allowing misinformation to spread.

Consistency with law / regulation: Make sure public statements align with what is legally permitted under NBA rules. If missteps are found, self-report or cooperate with investigations.

Maintaining integrity and public interest: Even if not illegal, ethical perception matters. Long-term trust may be more valuable than short-term gains.

With any ethical situation, there are some potential counterarguments and challenges to this situation. 

  • Confidentiality & Contract Terms: Some details may be under non-disclosure agreements or private contracts; cannot be publicly disclosed in full. That sometimes limits how far disclosure can go.

  • Legality vs. Ethics: It might be that Aspiration deal(s) are allowed under NBA rules, even if they seem ethically questionable. Just because something is permitted doesn’t make it beyond ethical scrutiny.

  • Complexity & precedent: Some argue that this kind of arrangement (sponsorships, investment, off-balance payments) is not new, and teams/players regularly use creative contracting. Ethical PR practitioners must consider what is customary—but also what is right.

The Kawhi Leonard / Clippers / Aspiration story is an instructive case study in how ethical conduct in public relations goes beyond just “following the rules.” Transparency, trust, honesty, clarity of relationships, and managing conflicts of interest are central to maintaining credibility in the eyes of fans, stakeholders, and the public at large.

For PR practitioners, sports organizations, agents, and athletes alike, it’s a reminder that ethics isn’t only about avoiding legal trouble—it’s about building and preserving trust.