Ethics Insights: The Value of Civil Discourse for PR Pros

Ethics Insights: The Value of Civil Discourse for PR Pros
By Joyce Lofstrom, MS, APR, Fellow PRSA

As I considered a topic for this column, I asked some of my fellow PRSA Chicago board members, “What topic should I cover?” The answer was relevant—how to talk civilly in our current political and social environment, especially at work.

This topic certainly makes sense in this election year, not just for the United States but for 50 countries worldwide. However, we face challenging situations at any time, whether with family or colleagues, often when the conversation begins with a sensitive question or statement.

“America is at an inflection point as more people are politically and socially polarized on key issues affecting our democracy and stability,” according to the PRSA Voices for Everyone Toolkit on Civil Discourse. This 2021 resource emphasizes the importance of understanding each other’s perspective and listening. 

How we listen and respond to any discussion requires consideration of different opinions and patience to hear other angles on the topic. Fact-based responses will provide a strong foundation for the debate, but both parties must be ready to listen to continue any conversation.

End the discussion before it begins at work
So, deep discussions about politics or other topics where strong or discordant opinions prevail may interfere with the workday and responsibilities. A simple response, “I don’t want to talk about politics (or whatever topic), especially at work. I respect your opinion, but this is not a topic I want to discuss, or “I am uncomfortable talking about X, especially at work. I appreciate you asking my opinion.” 

Stay Focused and Calm
When the conversation happens, here are some points to consider during the discussion. 

Misinformation and the PR Professional’s Responsibility
2024 PRSA Chair-elect Ray Day, APR, convened a group of 25 agency CEOs, chief corporate communication officers, major news organization publishers and editors, and leading academics to discuss misinformation in November 2023. He talked with Strategies & Tactics Editor John Elsasser in a conversation focused on the outcomes of this group, including the development of a misinformation playbook and the role each of us, as PR professionals, must take to combat misinformation and maintain civil discourse.  

Released in April, “Tackling Misinformation: The Communications Industry Unites” presents a collection of perspectives, data points, analyses, and resources produced in association with Issuer Direct. It is designed to educate communicators and PR practitioners and help them navigate the growing problem of misinformation, disinformation, and malinformation.

The three main takeaways for PR pros from those conversations and presented in the playbook are:

Overall, “each of us owns this,” says Day in the conversation with Elsasser. 

As PR professionals, it’s time to take responsibility and transition from talk to action about misinformation. This communication is a human issue—not a technology issue because misinformation has existed since humans began communicating.

Next month: September is Ethics Month at PRSA. Watch for updates in the PRSA Chicago newsletter, social channels, and the website.

Joyce Lofstrom, APR, Fellow PRSA, is Co-Chair of the PRSA Chicago Communications Committee. As principal and founder of Joyce Lofstrom & Associates, she serves health and health information technology clients.