At a time when misinformation spreads faster than ever, ethical communication has never been more important, or more complex. Communicators today face a rapidly evolving landscape shaped by artificial intelligence, social media, polarized public discourse, and growing distrust in institutions. For communicators, navigating this environment requires strategic thinking, a strong moral compass, and a commitment to adhering to ethical guidelines.
To explore the ethical challenges and responsibilities facing today’s communication professionals, we spoke with two communications leaders in Canada.
Patricia Parsons is the author of Ethics in Public Relations: A Guide to Best Practice, and retired Professor of Communication Studies at Mount Saint Vincent University in Halifax, Nova Scotia. With decades of experience teaching and writing about ethics in professional communication, Patricia brings a reflective perspective to some of the most pressing ethical questions facing communicators today.
Jamie Anne Vaughan is Principal of Westwood Strategies, Assistant Professor at Mount Royal University and current Director of Finance for IABC Calgary. Jamie brings years of insight from working across sectors and mentoring the next generation of communicators. From the risks of AI-generated content to the importance of personal values in professional settings, she offers a thoughtful and practical perspective on how communicators can uphold integrity in an increasingly complex world.
What’s some advice you would give to early career communicators about maintaining ethical integrity in an evolving industry? How can communicators at all career stages maintain and ensure their ethical decision-making skills are well-honed?
Patricia: The first step in maintaining ethical integrity and ensuring well-honed ethical decision-making skills is recognizing that this is an essential part of professional life in general and communications professions in particular. That attitude that integrity matters is key. Attitude comes before skill in ethics. Then, the issue that most new professional communicators have is recognizing that they are facing an ethical dilemma at all.
How can communicators balance transparency with protecting organizational interests?
Patricia: Clear guidelines that everyone in the organization understands are the first step. There needs to be a clear understanding of what the boundaries of privacy are and how an organization can benefit by ensuring their boundaries are as liberal as they can be. The PR and communications professionals can’t do this on their own.
Another way to consider balancing transparency with the protection of organizational privacy is to consider individual publics. For example, organizations have multiple publics, and any communication strategy needs to customize the message for the public. That way, only those who need to know are privy to specific information.
When in doubt, always consult with the organization’s legal counsel.
What advice would you give to communicators navigating grey areas where ethical guidelines may be unclear?
Patricia: This question makes me laugh a bit since one of the ways I have always defined “ethics” to students and new communicators is “drawing a black line through a grey area.” By definition, an ethical dilemma lives in that murky grey area. If it were not entirely grey, there would be no dilemma. A black-and-white situation does not require any skill in terms of ethical decision-making. The answer is clear. So, my advice is first to recognize that you will always be operating in the grey areas. Second, relevant guidelines and decision-making skills should be applied to figure out a defensible solution. We need to remember that there will always be someone who will oppose your ethical choice. But you need to understand the principles to be able to defend it.
Though issues, technology and ethical challenges change over time, how can communicators apply the principles of ethics to their decision-making?
Patricia: How can they apply then? Know them first. Understand how you, as an individual with your own value system, see the principles and know that technology changes, but ethical principles do not.
What do you see as the biggest challenge facing public relations practitioners and communicators today?
Patricia: Of course, the biggest challenge is battling misinformation and disinformation and ensuring that PR practitioners become part of the solution and not the problem.
Professor Harry Frankfurt, Late of Princeton University, published a little book back in 2005 called On Bullshit. It was a reproduction of a journal article he had penned sometime earlier. He could not have known how “on the money” he would be in the future. He talked about bullshit as not simply failing to get the information correct but not even trying. He talks about bullshit as being “… grounded neither in a belief that it is true nor, as a lie must be, in a belief that it is not true. It is just this lack of connection to a concern with the truth—this indifference to how things really are—that I regard as the essence of bullshit.” If this isn’t the best definition of what is going on in the realm of public communication these days, I cannot think of one. So, detecting and fighting bullshit might just be the biggest challenge of them all.
Our conversation with Jamie Anne Vaughan continues below:
What do you see as the most pressing ethical challenges facing communicators today?
Jamie: In a post-truth world, one of the most pressing ethical challenges for communicators is ensuring transparency and honesty. With the onslaught of misinformation, the need to communicate the truth effectively while remaining transparent is more important than ever. The temptation to spin the truth to fit an agenda can undermine trust, which is the foundation of ethical communication.
What role does AI play in ethical communication, and what are some potential pitfalls to watch for?
Jamie: AI is becoming increasingly prevalent across communication channels and tactics, playing a big role in content generation, customer service, and data analysis. However, communicators need to be strategic in their use of AI and ensure that AI-generated content remains ethical, accurate, and transparent. One major pitfall is the potential for bias in AI algorithms, which could perpetuate misinformation or marginalize certain voices.
Have you encountered any ethical dilemmas in your career? How did you navigate them?
Jamie: At times, personal values can clash with the values of the organization you’re supporting. This can create ethical dilemmas when it comes to communicating on behalf of an organization or leader whose values do not align with your own. In these situations, I’ve had to make a decision about whether I can continue working with that organization. Navigating these situations requires reflecting on whether the work aligns with my values and whether I can advocate for the organization’s messaging.
What impact has social media had on ethical communications, and how do you navigate in your own client work?
Jamie: Social media has dramatically amplified both the reach and speed of communication, making it easier to share information and misinformation alike. This creates challenges in ethical communication, as misinformation spreads quickly. In my client work, I emphasize the importance of creating clear, consistent, and fact-checked content that is grounded in truth. We also work to build strong community engagement practices that prioritize transparency and accountability, fostering trust in the message and the brand.
How can communicators build long-term trust with stakeholders while balancing short-term business goals?
Jamie: Consistency and presence are key. Trust is built over time, and communicators must show up consistently—even when there might not be immediate results or when all the answers can’t be shared yet. The key is staying transparent with stakeholders, offering honest updates, and demonstrating a commitment to long-term success. While short-term goals are important, they should not come at the cost of the relationships and trust that will sustain the business in the long run.
What’s some advice you would give to early career communications about maintaining ethical integrity in an evolving industry? How can communicators at all career stages maintain and ensure their ethical decision making skills are well-honed?
Jamie: Be a lifelong learner and read a lot(!!)—both within your field and outside it. Ethical integrity can sometimes feel like a grey area, especially as industries evolve. Staying informed about current trends, ethical guidelines, and case studies will help sharpen your decision-making. Seeking mentorship can also be an invaluable tool for refining your ethical framework.
How do you think the polarization and distrust in institutions we see in Canada impact ethical decision-making for organizations and communicators and how do you think they can best navigate?
Jamie: This is a hot topic and one that is constantly evolving. Leaders within organizations have a significant role in building, maintaining or rebuilding trust with their audiences. As polarization grows, organizations need to take a more nuanced, empathetic approach to communication, being sensitive to diverse viewpoints while remaining true to their core values. Building authentic, transparent communication channels will help organizations keep their communities engaged.
How do you approach challenging decisions in your own business and as a communications leader?
Jamie: I try to approach tough decisions by getting really clear on what matters most—what’s the actual goal, what are the risks, and who is affected. I’ll often gut-check it against my values and ask, “Can I stand by this a week, a month, or a year from now?” I’m also not afraid to slow down when something feels off. Talking it through with someone I trust usually helps me see things more clearly. At the end of the day, I want to be able to look back and know I acted with integrity—even if the decision wasn’t perfect.
