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Ethics Matter

Posted on Oct. 22, 2025  /  Subscribe 0

At the cornerstone of public relations are ethics. The PRSA Code of Ethics was first developed in 1950. Since then, it has evolved and is still applied to this day. Recently, the PRSA Detroit Chapter came together to talk about ethical communication in the age of disinformation. A wonderful panel, comprised of the following, brought insightful learning: 

• Ray Day, APR, Vice Chair, Stagwell; Executive Chair, Allison Worldwide, and the 2025 PRSA Chair

• Matthew Seeger, PhD, Distinguished Professor, Wayne State University

• Katrease “Kat” Stafford, Journalist, Global Race and Justice Editor, Reuters

• Shaun Wilson, Founder & Managing Partner, Cadence

At the core of the PR industry is trust. It is essential between communicators. In this day and age, social media has made disinformation faster, and AI is furthering it. 

Stafford talked about making sure that data collection and methodology is always clear as a reporter. One challenge is that journalism is still so focused on text-based information, which is having a hard time reaching and resonating with audiences. Therefore, the need to be on social platforms and create more visual elements is still an evolution for news rooms.

Wilson shared, “Your ethical truth should permeate your organization… In order to establish your credibility to counsel others, you must have accountability and in order to be accountable you have to have trust.” This is a great reminder of how an ethical foundation allows PR professionals to be influential for their clients and organizations.

Dr. Seeger shared that, “We know a lot about how people process information, which is through their own mental models and perceptual sets. We’re more likely to receive information that’s aligned with our views.” He went on to explain that conversations often need to begin with understanding how people arrived at their beliefs if there is an opposing view as opposed to immediately challenging, even with experts. Professionals can also challenge disinformation through storytelling, sharing when things worked successfully in opposition with a personal tale. Stafford added that identifying trusted resources, particularly in the community, can also be influential in dispelling disinformation. 

Day punctuated the discussion around meeting people where they are and demonstrating respect, saying “Listen, educate and align. Align, and not always necessarily agree.” 

The panel also talked about how unethical practices, like PR pros using spin and not following the code of ethics, are a part of the problem too. Historically, the tobacco industry touted that smoking was good for you. It took a long time to challenge this disinformation. PR professionals are responsible for promoting accurate messages even if it takes a coordinated effort and consistent voices.

The group also discussed that, ultimately, AI and social media platforms can be helpful tools when used in an ethical manner. However, they still need to be programmed by humans to communicate specific, accurate messages, and they should never replace human fact checking. 

A huge thank you to Wayne State University for hosting the Chapter, and many thanks to the panel for a riveting discussion. As Wilson said, in the face of disinformation, we have to remember that “We are the communicators. We control the message.”

Megan Bonelli is a senior corporate communications specialist at Bosch and the 2025 PRSA Detroit president.

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