Your Biggest Ethics Decision Today Probably Won’t Make the News
By: Sabrina Kidwai, Ethics Officer, PRSA NCC
When people hear the word ethics, they often picture a company in crisis, a front-page scandal, or a PR nightmare. Most of us won’t face those moments this week.
Instead, we’ll face something much more common: dozens of small decisions that don’t seem like ethical dilemmas at all. They happen in meetings, emails, client conversations, and social media posts. And those everyday choices are what ultimately define our professional reputation.
Do you tell your client the campaign isn’t working?
It can be uncomfortable to admit that a strategy isn’t producing results, especially when everyone has invested time and resources into it. But honesty is one of the core values in the PRSA Code of Ethics. Being truthful with clients and stakeholders, even when the news isn’t what they want to hear, builds credibility and trust over time.
Do you recommend against a tactic even though it’s profitable?
When you are providing strategic counsel and advice, it’s so important to be independent with those you represent. We are accountable for our actions. Being independent and accurately providing information on why you shouldn’t implement a tactic is critical to enhancing the profession and protecting your employer.
What about if someone takes credit for your idea?
Early in my career, someone I managed presented one of my ideas as her own. Instead of confronting her publicly, I spoke with her privately about the importance of giving credit where it’s due. I also shared examples of times I had recognized her contributions to our leadership team.
Fairness isn’t just about how we want to be treated. It’s about creating a culture where everyone feels valued. Leaders who generously recognize others earn far more respect than those who seek the spotlight.
Do you share information before it’s verified because everyone else is posting it?
This is a situation we will all face at some point in our career. It’s so important to remember that we have the responsibility to be honest, build credibility, and advance the profession with education and research. Adhering to the highest standards of accuracy is so important, so we don’t erode trust with our clients and the public.
Do you advocate for your organization while still respecting the public interest?
As communicators, we have the responsibility to advocate for those who we represent and be a voice in our industry. With our role, we have to share ideas, facts, and perspectives that educate the public and add to the public discussion on an issue. Our loyalty is with our client/organization while also honoring our obligation to serve the public interest.
Ethics isn’t about being perfect.
It’s about recognizing that every email, every meeting, every social media post and every recommendation is an opportunity to build trust or erode it.
Most ethical decisions won’t become case studies, trend online or make the evening news. They will determine the kind of professional your colleagues, clients, and community know you to be.
As we head toward PRSA Ethics Month this September, I encourage you to pay attention to the ethical decisions hiding in plain sight. You may be surprised by how many you make before the end of the week.
To continue the conversation, our PRSA chapter will host two Ethics Month programs this September: one designed for students and new professionals, and another virtual program exploring real-world ethical challenges communicators face every day. I hope you’ll join us as we continue learning from one another and strengthening our profession.