Values key to navigating ethical decision-making

There was no shortage of advice from our panellists who participated in our Ethical Decision-making in Communications and PR event in November. Leslie Beard, APR, Jim Rudolph and Amanda Nielsen, moderated by Colin Babiuk, APR FCPRS, talked about honesty, transparency and values when faced with navigating difficult situations with their clients. In an age when social media can spread rumours at a breakneck speed, staying on top of a story is more important than ever for several reasons.

The number of reporters continues to decline. Unlike them, social media users are not required to corroborate their sources before they publish anything online. When there is a gaffe, Jim told us technology makes it more difficult to hide anything. That led into Amanda’s advice that consistent messaging is essential. Organizations are being held to account more than ever because it’s not just news outlets reporting about them. And if you’re being asked to execute a plan you’re not comfortable with, Leslie suggests telling your client a good narrative of what might happen if you follow through on an unethical idea and be sure you’re on record giving your best counsel. When things get tough, Amanda reminds us to think about the organization’s “why”. If the campaign aligns with your values and those of the organization, stick to them.

For more highlights from the panel, check CPRS Edmonton’s Twitter feed.

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