ABSTRACT

Crucibles have prepared PRSA Fellows to serve as ethical leaders and role models. This chapter focuses on the role of public relations professionals as ethics counselors. The Fellows provide specific examples of times when they demonstrated moral courage and explain what gave them the confidence to do so. Similar to previous research focused on exemplars, this study demonstrates that ethics are core to the Fellows’ personal identity to the point that they instinctively choose the right action no matter the personal consequences they may face. They also discuss how they responded when others were not receptive to their counsel. Finally, the Fellows discuss the core values that guide them as leaders.