The first two chapters introduce readers to the concept of an ethical conscience in public relations and associated responsibilities, as well as what influence in public relations means.
Chapter 3 focuses on the importance of building relationships with colleagues within a company or organization, and why it must be a prerequisite for serving as an ethics counselor. Readers will learn about specific ways they can approach more senior colleagues in order to build trusting relationships.
Chapters 4 to 6 provide insight into the different strategies public relations executives use to provide ethics counsel, some of which are non-confrontational and others which are high stakes and could have lasting effects on someone’s career. The senior executives discuss specific examples of times when they used these various strategies.
Chapter 7 provides advice for young professionals who are preparing for the challenges of ethics counsel, especially counseling senior leaders. The chapter also features discussions on the importance of training and the need to identify and seek counsel from mentors.
Chapter 8 presents six recommendations for building an ethical culture, along with guidance about how public relations professionals can lead and contribute to those efforts.
Chapter 9 shares words of wisdom for students and young professionals from the senior executives interviewed. The senior executives addressed topics such as ways to improve business literacy, the importance of researching potential clients and employers, what it means to provide ethical leadership, and mistakes to avoid.
Finally, Chapter 10 offers ten practices young professionals and future professionals should make part of their daily and monthly routines to remain ethically sharp and influential.
Each chapter ends with a summary and questions to consider.
Additionally, four appendices are provided that give a summary of quantitative results from the surveys and interviews presented throughout this book.