thought leadership


According to the 2021 Edelman Trust Barometer, business is now the only institution seen as both competent and ethical.

As business and communication leaders, our voices can make a difference. 

Tactics of DisinformationTactics of Disinformation

In October 2022, CISA—America’s Cyber Defense Agency – released a Tactics of Disinformation guide (in English & Spanish) to help everyone understand common disinformation techniques and build resilience against them.

Click here to download the guide.

A Dialogue on DisinformationA Dialogue on Disinformation

PRSA and its Voices4Everyone initiative in partnership with Yonder invited a group of thought leaders to discuss an issue of critical importance to the communications profession — the proliferation of disinformation.

During a 90-minute virtual roundtable, the panelists provided valuable insights and offered actionable takeaways on future resiliency against false and misleading claims levied against brands and organizations.

PRSA and Yonder are now presenting highlights of this conversation in this 12-page e-book. Download PDF.

All PRSA members pledge adherence to the Code of Ethics. As issues arise relating to the practice of communications, the PRSA Board of Ethics and Professional Standards (BEPS) provides guidance within the framework of the Code. The PRSA Board of Directors then announces these guidelines through an Ethical Standard Advisory (ESA). ESAs are for informational purposes only and not for the purpose of providing legal advice.

(BEPS authored this ESA in 2021.)

Ethical Standards Advisory #21 on Misinformation

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Now it’s your time to ACT:

Amplify by activating and sharing assets and content to support a healthy information environment with robust dialogue and expertise serving the profession and our publics. 

Connect by building relationships and communicating broadly  the impact of disinformation on the profession and those we serve. 

Take action to spark change, share content and add your expertise to initiate and convene conversations that establish thought leadership. Put Voices4Everyone into action.

What to do next?

Share the adjacent thought leadership material within your professional and personal communities.

Contribute V4E thought leadership material to share with your PRSA colleagues.

Stay up-to-date with the latest research.

Connect with your PR communities to actively help defuse the spread of misinformation.