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. PRSA’s website offers a wealth of ethics-focused resources and practical insights for communicators.
Ethical dilemmas don’t schedule meetings — they sneak up on you between deadlines and client calls. Whether it’s working on a campaign that contradicts your values, pressure to utilize fake reviews, the temptation to only use AI to draft content in a time crunch or questions about disclosing conflicts of interest, every PR pro faces tough calls.
That’s why your Chapter’s ethics officer is such a valuable asset — not just a go-to for advice, but also someone who leads the charge on ethical education. From facilitating workshops to translating the PRSA Code of Ethics into real-life scenarios, they help keep the entire Chapter grounded, informed and prepared.
Ethics officers function as vital educational resources within their Chapters, translating the PRSA Code of Ethics into practical, real-world guidance. These officers focus on prevention through education, helping members understand ethical principles before dilemmas arise. For instance, when a Chapter member faces pressure from a client to misrepresent survey data, the ethics officer can provide consultation on maintaining truthfulness while finding solutions that serve the client’s legitimate interests.
The educational aspect extends beyond individual consultations. Ethics officers organize workshops, facilitate discussions during Chapter meetings, and create resources that help members recognize potential ethical pitfalls. They might host a session on navigating conflicts of interest when representing competing clients, or lead discussions about maintaining transparency in social media campaigns.
Providing a network of support
But ethics officers don’t navigate these waters solo — they have an entire support system through PRSA’s Board of Ethics and Professional Standards (BEPS). In addition to having a steady board to rely on for support and guidance, this connection ensures that local practitioners stay current with evolving ethical standards and emerging issues in the field.
Ethics officers collaborate with their Chapter boards to introduce ethical considerations into chapter programming, mentorship initiatives and professional development opportunities. They help create environments where ethical discussions are normalized rather than relegated to crisis situations.
Allison Bermudez, APR, senior PR counsel at Stone Ward in Little Rock and ethics officer for the PRSA’s Arkansas Chapter, views the role as ensuring that trust and integrity remain central to all we do as communicators.
“Ethics isn’t just theory. It’s a daily practice that shows up in the decisions we make, the counsel we give, and the standards we uphold for our clients and our communities. I’m proud to support our members in navigating gray areas with clarity and confidence,” she said. “The PRSA Code of Ethics provides a strong foundation, and I see my role as helping bring those values to life through honest dialogue, practical guidance, and a shared commitment to doing what’s right.”
Helping with ethical decision-making
To support this effort during Ethics Month, BEPS created a new set of case studies addressing timely topics — including the ethical implications of using AI. Ethics officers receive these scenarios along with companion discussion guides, specifically designed to facilitate chapter engagement. These interactive exercises work especially well for small-group discussions during Chapter meetings, allowing members to collaboratively explore real-world dilemmas using the PRSA Ethical Decision-Making Guide and the Code of Ethics as foundational tools.
Consider a Chapter member working for a nonprofit who discovers their organization has been exaggerating program outcomes in grant applications. Rather than facing this dilemma alone, they can turn to their ethics officer for confidential guidance on addressing the situation while protecting their professional standing and advancing truthful communication.
Chapters with active ethics officers demonstrate their commitment to professional excellence and member support. These officers create safe spaces for ethical dialogue, ensuring that members have trusted local resources when facing difficult decisions. By emphasizing education over enforcement, they foster a culture where ethical behavior becomes second nature rather than an afterthought.
Positioning for sustained success
In today’s communication landscape, where misinformation spreads rapidly and trust must be earned daily, PRSA Chapters with dedicated ethics officers position their members — and the profession itself — for sustained success built on integrity.
Serving as an ethics officer is more than a title — it’s an opportunity to lead, inspire trust and shape the ethical culture of your entire professional community. You become the go-to voice for clarity in gray areas, a respected guide when peers face tough decisions and a champion for doing what’s right, even when it’s not easy. It’s a deeply rewarding role that allows you to influence not just individual practitioners, but the reputation and credibility of the PR profession as a whole. Plus, you’ll gain access to a national network of ethics leaders, receive ongoing support and training, and strengthen your own expertise along the way.
Being an ethics officer translates to living out the PRSA Code of Ethics provision of Enhancing the Profession. If you care about meaningful leadership and making a lasting impact, then this is your moment.
If your Chapter doesn’t yet have an ethics officer but you don’t want your members to miss out on this vital resource, then contact BEPS@prsa.org for guidance. And don’t forget — if you haven’t shared your ethics officer’s contact info with PRSA yet, then email membership@prsa.org to make sure they receive the latest updates from BEPS.
Holly Kathleen Hall, J.D., APR, is a professor of strategic communication at Arkansas State University. She is a member of PRSA’s Board of Ethics and Professional Standards. Hall has worked professionally in strategic communication for 10 years in a variety of industries, including health care, finance, academia and not-for-profit organizations.
Photo credit: achmad khoeron
