ICYMI: Ethics Month Professional Development Session

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Ethics Month Professional Development Session: Rebuilding Trust, Ethics and Communication In An Era Of Innovation

On Wed. Sept. 25th, the Nackey S. Loeb School of Communications and the Yankee Chapter of PRSA partnered to present a virtual “lunch and learn” featuring highlights from Edelman’s 2024 Trust Barometer.  Drake Baer, Senior Vice President, Thought Leadership at the Edelman Trust Institute, led the discussion.  Here are some observations from that session:

Trends

  • Rapid innovation offers the promise of a new era of prosperity, but also risks exacerbating trust issues, leading to further societal instability and political polarization.
  • More people are doing their own research (Googling, etc.) to find information they trust.
  • If you want people to trust you, give them a voice. “Your constituents want you to hear their concerns and let them ask questions.”
  • In a year when half of the world’s population will elect new leaders, our communities are more politically polarized than ever. Only 30% of those surveyed would want to live with, help, or work with people who have different political views than they do.

Trusted Sources

  • Business is seen as ethical and competent, but Government is seen as the least competent and unethical of the sectors studied (there is a 52-point gap between Business and Government in the Trust Barometer).
  • While scientists are trusted sources, there are concerns that the government has too much influence on science. One observation was made that “scientists don’t know how to communicate,” and they need to make info transparent and accessible.
  • Businesses are seen as making sure innovations are safe, ahead of the sectors of government and media. “The switch from NGO’s as trusted sources to Businesses as trusted sources is striking.”
  • But, lack of confidence in government means declining trust in the institutions responsible for steering us through change.
  • Peers are among the most trusted sources of information among those surveyed.

Takeaways for Communicators

  • If more people are seeking their own information rather than relying on sources from sectors they trust, consider how your own organization’s SEO can help share information and drive inquiries to you. Build more online assets for independent research by your publics. How can you be a better, more trusted source of information about your sector?
  • Give your constituents more agency—help them to learn your goals and why they should align with your organization. “Paint the vision,” says Baer.
  • Know that the CEO is not always the best person to put out there, given subject matter expertise and peer influence—think about the best, most trusted messenger.
  • Implementation is as important as innovation. (it’s one thing to invent it and another to anticipate the issues that come along with that innovation).  Think: Issue anticipation.
  • Business must partner for change.  Think: Build collaborations with partners.
  • Science must integrate with society, as they are trusted. Think: Who are your subject matter experts? How do you build trust in these sources?

 

Laura Simoes is a member of Yankee Chapter PRSA and serves as Executive Director of the Nackey S. Loeb School of Communication.  For more information on other professional development workshops available, visit: Nackey S. Loeb School of Communications.

Rebuilding Trust, Ethics, and Communications in an Age of Innovation

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Rebuilding Trust, Ethics, and Communications in an Age of Innovation

Wednesday, September 25, from 12-1pm EST, ONLINE

FREE

REGISTER HERE: https://loebschool.org/register/trust2024

 

Now in its 24th year, the Edelman Trust Barometer is a global research study measuring trust in society. The 2024 report highlights broad gaps in the public’s trust in government leaders, business leaders, journalists, and technology companies. The findings serve as a wake-up call for business and policy leaders to better manage communications to regain and grow public trust and have implications for organizations of all sizes which serve customers and stakeholders.

 

Your Instructor: Drake Baer is Senior Vice President, Thought Leadership at the Edelman Trust Institute, where he guides the narrative development of research.  A former editor-at-large at Business Insider and senior writer at New York Magazine, Drake has authored two books, including Perception: How Our Bodies Shape Our Minds.

 

This PD session for Yankee PRSA is offered in collaboration with the Nackey S. Loeb School of Communications.

What’s Your EQ (Ethics Quotient)?

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By Liz LaRose, APR, YPRSA Ethics Officer

Move over, IQ. The Ethics Quotient (EQ) has entered the room. Practicing public relations in an ethical manner is a cornerstone of PRSA membership. And as a PR practitioner, you can find out your EQ today by taking PRSA’s new online ethics quiz. We are all obligated to abide by the PRSA Code of Ethics and this ten-question quiz is guaranteed to test your knowledge of the ethical practice of public relations.

Each question offers a brief scenario for consideration. After answering each question, you will receive an explanation and links to additional guidance on that topic. Questions cover copyright infringement, plagiarism, audio taping, disclosure of information and more.

Take the ethics quiz now to get your EQ!

And visit our LinkedIn and Facebook pages for more on-line discussion. 

Make Ethics Month a Daily Practice

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By Liz LaRose, APR, YPRSA Ethics Officer

Each year, September marks ethics month for PRSA membership. Like the return back to school, Ethics Month is a perfect time to focus attention practicing our craft ethically. We are reminded that it is of paramount importance to our profession, our clients, our employers and ourselves.

In honor of Ethics Month, PRSA hosted Tweet-ups, blogged about ethics on PRSAY and hosted a free webinar, “Ripped from the Headlines: Social Media Ethics.” And our own YPRSA Chapter simulcast the webinar and followed it up with a lively group discussion about ethics scenarios we face in our daily work.  Many gray areas came to light and practitioners helped each other work through some difficult scenarios, including paid/incented on-line reviews, fake social media posts and front groups, to name a few.

Through this discussion, we learned that ethics does not belong on the shelf for a yearly dusting off in September. It’s a daily practice that is honed through professional development, experience and support. PRSA and the YPRSA Chapter provide resources to help you stay abreast of the latest ethics trends, including:

PRSA and YPRSA also encourage you to contact either of the resources below when you need assistance working through ethical questions and dilemmas

We are here to help you make ethics a daily practice!