Doing the Right Thing

by | Sep 22, 2020 | Food for thought, National, Professional Development

September 2020

Compiled by PRSA Kansas Board Member Jamie Reed

The provisions of ethical conduct defined by PRSA – advancing the free flow of accurate and truthful information, safeguarding confidences, building trust by revealing information needed to make a responsible decision – have never seemed more relevant than in the era of COVID-19.

As we work to continue counseling our leaders and clients six months into this pandemic, Linjuan Rita Men’s article on “Wartime Leadership Communication: How Should CEOs Communicate During the COVID-19 Pandemic?” (instituteforpr.org) has insightful tips for us as public relations professionals and those we advise:

• Be transparent. Share information in a frequent and timely manner and be honest about the true impact to your organization or business. Listen – really listen – to employees as they share their opinions and concerns.
• Convey authenticity. Leaders should admit there is no playbook for a pandemic, and that they have many of the same worries as other employees. Yes, there will be a need for some tough decisions, but the human side of leaders is what will resonate with employees.
• Show empathy. Demonstrate a sense of caring with phrases like “I feel you,” “those emotions are legitimate and understandable” or “we are in this together.”
• Demonstrate optimism. Foster hope and gratitude by focusing on some of the silver linings of the pandemic, such as adapting to new ways of working and connecting and a stronger sense of community.

September is PRSA’s Ethics Month. For a refresher on the PRSA code of ethical principles, visit: www.prsa.org/about/ethics/prsa-code-of-ethics.