SINGAPORE, 24th March, 2021

The PRCA Ethics Council has published its inaugural Annual Perspective – featuring insight from 20 global leaders – to draw attention to the pressing ethical challenges faced by PR professionals around the world.

The Annual Perspective aims to not solve ethical dilemmas, but rather, spur PR professionals to reflect on their purpose and engage in more meaningful global dialogue on ethical practice in 2021 and beyond.

Spearheaded by PRCA Ethics Council Chair David Gallagher FPRCA, the 26-page report is freely available to PR and communications professionals around the world.

Key themes include;
– The West vs. East divide
– The role of PR professionals in tackling misinformation and protecting the truth
– Reimagining culture in a post-Covid world
– The who-to-work-for dilemma
– Building trust and accountability
– Avoiding purpose washing.

PRCA Ethics Council Chair David Gallagher FPRCA said:
“It’s safe to say there’s no shortage of ethical challenges facing communicators right now. With misinformation swirling, trust in institutions declining, and businesses operating in new ways, it’s essential we put ethics at the front of the line. So many of us love the industry that we’re in and want to see it take a lead in building a better world. There are often no easy answers when confronting ethics in the real world. But I hope the different perspectives that are so generously shared by global leaders in this report will help drive a much-needed dialogue.”

The PRCA Ethics Council was launched in May 2020 to uphold and elevate ethical standards in the public relations and communications industry across the world. The Ethics Council will be hosting several events, initiatives, and campaigns throughout the year to challenge PR practitioners to embed an ethics framework in their day-to-day work. Chair David Gallagher will present the report at PRCA’s Virtual International Summit.


The Public Relations and Communications Association (PRCA) is the world’s largest professional PR body.

We represent more than 35,000 PR professionals in 70 countries worldwide. With offices in London, Singapore, Dubai, and Buenos Aires, we are a global advocate for excellence in public relations.

Our mission is to create a more professional, ethical, and prosperous PR industry. We champion – and enforce – professional standards in the UK and overseas through our Professional Charter and Code of Conduct. The Code compels members to adhere to the highest standards of ethical practice.

We deliver exceptional training, authoritative industry data, and global networking and development opportunities. We also manage the International Communications Consultancy Organisation (ICCO), the umbrella body for 41 PR associations and 3,000 agencies across the world, and LG Comms – the UK’s national body for authorities raising standards of local government communication.