Each September, the Public Relations Society of America (PRSA) shines a spotlight on Ethics Month. In a world where misinformation spreads faster than facts, ethics is not a guideline. It is the foundation of trust. At Stone Ward, we believe ethics is about leadership, not compliance. It is the difference between a message that fades and a reputation that lasts.

Why Ethics Matters

Public relations is not only about telling stories. It is about telling them truthfully. One misleading claim or undisclosed conflict of interest can erode trust and go viral in minutes. The Public Relations Society of America (PRSA) Code of Ethics challenges us as members to embody these values: honesty, fairness, loyalty, independence, advocacy, and expertise every day. They are not simply ideals; they are the guardrails that protect reputations, safeguard trust, and build confidence across audiences.

Principles That Create Advantage

Ethical PR does more than prevent mistakes; it also fosters trust and credibility. It creates opportunity:

  • Transparency builds credibility.
  • Accuracy earns trust.
  • Respect deepens loyalty.
  • Accountability sets leaders apart.

Audiences expect authenticity. Brands that live their values protect their reputation, inspire loyalty, attract talent, and rise above the competition.

Stone Ward’s Commitment

At Stone Ward, ethics is not an afterthought. It is where we begin. Whether guiding a crisis, launching a national campaign, or shaping internal communications, our work is rooted in honesty and fairness. Our philosophy of “Building Good” means more than creating great work. It means building reputations and communications that last.

Why It Matters for You

If your organization is ready to elevate its communications, ethics is the place to start. Integrity is good for business, and it drives lasting influence. This Ethics Month, ask yourself: Is your brand building attention or building trust? Let’s work together to ensure your communications do both.

Allison Bermudez, APR
Senior PR Counsel
Arkansas PRSA Ethics Officer