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.