This document summarizes a panel discussion on ethics in public relations education. The panelists included PR professors and professionals. They discussed the importance of teaching ethics, how to teach ethics effectively, and perspectives on ethics from young professionals and senior executives. Case studies and real-world examples were emphasized as the most helpful ways to teach ethics over lectures. Students value learning about ethical dilemmas and how to say no to unethical requests from management. Companies are beginning to offer ethics training but it often focuses more on compliance than cultivating values. Upholding transparency and credibility remains an ongoing challenge for the PR profession.
2. Today’s Panelists
Keith Burton
President, Insidedge/
GolinHarris
Kathy Fitzpatrick
Professor of Public Relations,
Quinnipiac University
Tom Martin
Executive in Residence,
Department of Communication
College of Charleston
Kevin Saghy
Public Relations and Marketing
Specialist,
Chicago Cubs
Shannon A. Bowen
Associate Professor,
Syracuse University
Bruce Berger
Reese Phifer Professor of
Advertising and Public Relations,
University of Alabama
20. Case Study Candidates
• Madoff Financial
• Enron/
Arthur Andersen
• Stanford Financial
• WorldCom
• ImClone/
Martha Stewart
OmniMedia
• HealthSouth
• Tyco
• Bernard Madoff
• Ken Lay/
Jeff Skilling/
Andy Fastow
• Allen Stanford
• Bernie Ebbers
• Martha Stewart/
Sam Waksal
• Richard Scrushy
• Dennis Kozlowski/
Scott Sullivan
25. Today’s Panelists
Keith Burton
President, Insidedge/
GolinHarris
Kathy Fitzpatrick
Professor of Public Relations,
Quinnipiac University
Tom Martin
Executive in Residence,
Department of Communication
College of Charleston
Kevin Saghy
Public Relations and Marketing
Specialist,
Chicago Cubs
Shannon A. Bowen
Associate Professor,
Syracuse University
Bruce Berger
Reese Phifer Professor of
Advertising and Public Relations,
University of Alabama