Working in public relations involves daily opportunities to make ethical decisions. You might need to advise a client on disclosing corporate connections or advocate for honesty when working with the media. Knowing how to handle these questions is essential to a successful career in the industry.

Applying foundational ethical frameworks to real-life cases, this guide empowers you to navigate the delicate balance of values and demands within public relations and media practice as a whole.

Brimming with case studies, practitioner advice, practical ethical dilemmas, the second edition features content on
-Generative AI in PR practice (disclosure, authorship, transparency, and accountability)
-Synthetic media/deepfakes, misinformation, and content verification
-Data ethics, privacy, and consent in audience targeting and personalization
-Algorithmic bias, fairness, and equity in campaigns and measurement
-New and updated cases drawn from both industry and classroom contexts
-Governance frameworks, practitioner checklists, and updated teaching aids (slides, discussion prompts, and assignments)

For future public relations professionals, advocating for ethical practices moves the industry forward and makes it a sustainable and rewarding career path. This guide sets you on the path to ask the hard questions and make the best choices.

Jamie Ward is Assistant Professor of public relations at the University of Toledo, USA.

Regina Luttrell is Senior Associate Dean and an Associate Professor of public relations at the S.I. Newhouse School of Public Communications at Syracuse University, USA.

Arien Rozelle is Assistant Teaching Professor in the public relations department of the S.I. Newhouse School of Public Communications at Syracuse University, USA.