5 Ethical Challenges to Consider in 2025

Practicing PR has never been easy. On any given day we could be handling negative social media comments, a company crisis or managing a major event. Given the landscape that is developing in 2025, our jobs are not going to get any easier. Thankfully, we have our colleagues and a strong Code of Ethics to help us navigate these challenges and anything else 2025 throws our way.  

Confidentiality vs. Transparency

When navigating a crisis situation, it is important to balance the release of information that won’t damage your company but provides enough to maintain public trust. 

Public Image vs. Authenticity 

Public figures will inevitably face criticism from time to time. The best strategy is to not hide or excuse mistakes but to address the issue in order to move past it.

Manipulation of Public Opinion

Growing levels of distrust in established institutions - government, business, media - make our job of influencing public opinion more challenging. However, being vigilant about providing accurate and timely information will help us maintain and increase the level of trust in our messaging.

Advocacy vs. Objectivity

Each day we are tasked with advocating for and defending our organizations. You need to maintain integrity and that requires you to be objective – even if it means you walk away from an opportunity.  

Growing Influence of AI

In our industry, AI is a very powerful tool, and any tool shouldn’t be relied on at the expense of creativity and authenticity. AI runs on algorithms and lacks the ability to apply principles and best practices, such as applying ethical standards or copyright law. 

With diminished public trust PR professionals are at a disadvantage and ethics matter more than ever in our profession. Using the PRSA Code of Ethics as the guard rails will help us navigate these challenges and more as our industry continues to evolve. 

-Dawn Buzynski, APR and Jane Keairns, APR