Navigating the Gray: Ethics in an Era of AI and Misinformation
Posted by admincarolyn on Sep. 25, 2026 / Blog / Subscribe 0
Written by Jennifer McDonnell, PRSA Las Vegas Valley Chapter Ethics Chair and moderator of September's ethics panel
During September, we recognized PRSA’s Ethics Month, a time to reflect on PRSA’s Code of Ethics and how we apply it to our everyday work. Each year, as a chapter, we come together to talk about ethics – this year, communications professionals from healthcare, government, academia, and consulting gathered to discuss ethical decision-making.
What was clear from the dynamic panel discussion and audience participation is that ethics is rarely about obvious right-versus-wrong decisions. It is never that easy – it is often in the gray. More often, it is about navigating competing values while maintaining trust, transparency and authenticity.
Ethical dilemmas surface when you face a conflict of values, either of your own values or the company’s values, or both.
“When those things come into conflict, that’s when ethics comes into play; you have to then have a strategy for how you’re going to resolve those conflicts,” said Kevin Stoker, Professor and Director of the Hank Greenspun School of Journalism and Media Studies at the University of Nevada, Las Vegas, and Ethics event panelist.
Communicators bring their own personal and professional values to these situations. It is important to think ahead about your values and how they shape your approach to your work. Understand your company’s (or who you represent) values, be familiar with their code of ethics and think about how they apply to your work and difficult situations you may encounter.
“Ethics comes into play when obligations to truth, organizations, communities and individuals conflict,” Stoker said.
When facing a conflict or possible crisis, make sure you are clear about where your organization stands and its culture. Return to the core values and align your response with them. That allows you to be authentic with your audience and as an organization. Being grounded in your company’s values and culture allows you to respond in the moment of crisis.
In the public sphere, ethics can have a narrow definition, as outlined by statutes that specify what may or may not constitute ethical violations. That limited scope, in turn, can constrain how communicators in the government sector respond to ethical questions, said Sam Harvey, Outreach and Education Officer at the Nevada Ethics Commission.
One key theme that emerged was the growing challenge of AI and authenticity as one of the profession’s greatest ethical challenges.
How, then, do we balance an emerging tool that has benefits but can also discredit our profession if used incorrectly? Key points emerged, including treating AI as a starting point rather than a finished product. Keeping a “human in the loop” remains essential. Making expectations clear with colleagues, clients, and stakeholders about what constitutes acceptable AI use for your outcomes is essential.
Another key theme from the panel centered around loyalty, integrity and speaking up. Professionals often struggle to balance loyalty to employers with personal values.
"You have to look yourself in the mirror and know you've done the right thing for yourself, for your company and for your principles," said Gretchen Papez, APR, System Director of PR and Media Relations at the Valley Health System.
However, as Stoker noted, loyalty does not entail blind obedience to a company or client. Ethical communicators should offer honest counsel, raise concerns and advocate for responsible decisions. When those values are fundamentally misaligned, communications professionals must carefully evaluate their responsibilities.
"Once you can no longer have influence, your moral obligation is to exit,” Stoker said.
Ethics should be a year-round conversation, not just a topic for Ethics month. Organizations can reinforce ethical decision-making through training, code of conduct discussions and reviews (also called a “hot wash”) of events in a safe environment. Senior professionals have a responsibility to mentor new communicators and create safe spaces for ethical questions and discussions.
Ethics remains foundational to effective communication, regardless of the industry you work in. While technology, misinformation and public expectations continue to evolve, the core principles of advocacy, honesty, expertise, independence, loyalty and fairness remain the foundations of ethical public relations practice.
Thank you to Sam Harvey of the Nevada Commission on Ethics, Gretchen Papez, APR of The Valley Health System, and Kevin Stoker, Ph.D. of UNLV for participating in the September Ethics Month panel discussion.
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