![[Podcast Brain it Forward] The importance of ethical communication](https://media.iqads.ro/2025/05/brain-it-forward-25-05-e2-cover-850.jpg)
Mary Beth West, APR, FPRCA, is a 30-year PR industry veteran, based in the United States. She founded and managed her own PR firm for 15 years and now invests much of her time with philanthropic work focused on advancing the public relations industry. Mary Beth’s commentary has been included in The Wall Street Journal, Harvard Business Review, the USA Today Network, Business Insider, PRweek, PR News, Strategic, and other business publications. She has spoken at international conferences and forums on public relations ethics and other timely topics, including in Belgrade, Davos, Dubai, Paris, Vienna and Warsaw, and across the U.S. She can be found on LinkedIn, X, and through her website at marybethwest.com.
Mary Beth and Ana-Maria discuss about the importance of ethical communication and the challenges of politicization in the PR industry.
Action
- Download the white paper on PR ethics codes around the world.
- Attend the upcoming AMEC summit in Vienna to learn about best practices in research and measurement.
- Educate oneself and one's team on the evolving role of AI and technology in the PR industry, and develop guidelines for ethical use.
Defining Truth in Communication
Mary Beth explains the complexity of defining truth, including factual data and stakeholder experiences. She emphasizes the importance of addressing truth in its larger definition to educate clients and higher management.
Mary Beth highlights the challenge of different truths being true at the same time and the role of PR experts in separating relevant from less relevant information.
AI and Ethics in PR
Mary Beth advises disclosing AI use when it is germane to public perception or client understanding. Mary Beth encourages PR professionals to be transparent about AI use and to educate themselves on ethical practices.
Challenges of Ethical Practice in PR
Mary Beth acknowledges the fear of losing business but emphasizes the importance of ethical practice. She criticizes the lack of courage in the PR industry to stand up against misconduct and the need for more leadership. Mary Beth shares her frustration with the industry's failure to elevate its reputation and the need for bold leadership to address ethical issues.
