Today marked another big milestone for the Miami Valley's PR, marketing, and communications community, as we officially wrapped up the 2026 PRSA Dayton Gem City PR Awards season with an inspiring celebration.

The Dayton area is home to an extraordinary wealth of talent. From brilliant strategic campaigns to the masterminds navigating our daily media landscape, today was all about honoring the dedication, creativity, and impact of our local PR, communications, and marketing professionals.

Your work speaks for itself in your daily accomplishments, and we are deeply honored to celebrate these achievements alongside your industry peers.

Please join us in congratulating this year's exceptional winners!

Best of Show Winner

Kristen Bowser, Dayton Children's Hospital – "Above and Beyond Week"

Individual Award Winners

• Communications Professional of the Year (The Smitty): Julie Thompson, APR
• Newsmaker of the Year: Kelly Blankenship, DO
• Media Friend of the Year: Cheryl McHenry
• Young Professional of the Year: Colleen Skiles

Gem City PR Award Winners

• Ashley Junkunc, Dayton Children's Hospital – "Inside the Mathile Center" Series
• Emily Bennett, Shift•ology Communication – Shift•ology Communication + Global Impact STEM Academy Digital Recruitment Campaign
• Emily Bennett, Shift•ology Communication – Shift•ology Communication + Mercy Health – Springfield Men's Health Expo
• Emily Bennett, Shift•ology Communication – Shift•ology Communication + Mercy Health – Springfield Cardiovascular/Cardiothoracic Service Line Campaign
• Julie Thompson, Dayton Christian School – "A Life That Educated for Eternity"
• Julie Thompson, Premier Health – Premier News Now
• CareSource Social Media Team, CareSource – "On Your Mark, Get Set, Share! Amplifying CareSource Culture Through Social Media"
• Katy Carrico, City of Beavercreek – Explore Beavercreek
• Bob Sadowski, APR, myCUmortgage – myCUmortgage Direct-to-Member Marketing Program
• Bob Sadowski, APR, myCUmortgage – 2025 myCUmortgage Partner Conference
• Bob Sadowski, APR, myCUmortgage – Mort the Mortgage Mentor's Blog
• Bob Sadowski, APR, myCUmortgage – Carolinas Credit Union League Video
• Kim Quill, Dayton Children's Hospital – "Fight the Flu!" Integrated Campaign
• Stacy Porter, Dayton Children's Hospital – Mathile Center for Mental Health and Wellness Opening
• Kristen Bowser, Dayton Children's Hospital – "Above and Beyond Week"

Congratulations to the teams and individuals behind these outstanding and impactful campaigns and projects!

A Heartfelt Thank You

Thank you to everyone who submitted entries, nominated their peers, attended the luncheon, and who keep raising the bar for our industry. A special thank you to our sponsors for making this celebration possible: Montgomery Co. Veterans Services, Dayton Children’s Hospital, and Minuteman Kettering.

Entries are open to PRSA and PRSSA members, as well as non-members who live or work in the Dayton area. We encourage all communication professionals to participate in this celebration of excellence. You can submit your work HERE through March 31st, 2026. Additional details are available on this page.

New to the process? We have you covered! The "How to Create a Winning PRSA Gem City Awards Submission" video below will walk you through every step:

In addition to project and campaign awards, we will honor outstanding communications leaders with awards such as Communications Professional of the Year (The Smitty), Media Friend of the Year, Newsmaker of the Year, and Young Professional of the Year. These awards recognize exceptional individual contributions to our community.

You can nominate your peers for the individual award through the links below:

• The Smitty (Communications Professional of the Year): refer to the criteria and nomination form HERE
• Media Friend of the Year: refer to the criteria and nomination form HERE
• Young Professional of the Year: refer to the criteria and nomination form  HERE
• Newsmaker of the Year: refer to the criteria and nomination form HERE

We will celebrate all winners at the Gem City Awards Luncheon on May 21st, 2026.

Finally, don't miss the opportunity to showcase your business to the largest network of PR, communications, and marketing professionals in the area. If you are interested in supporting the Gem City PR Awards, please contact Niki Mayakova, Chapter President, for more information on sponsorship opportunities.

Niki Mayakova, community relations and event manager for Cox Media Group, was elected president of the Dayton Area PRSA. She will also serve as the East Central District representative for PRSA.

In her professional role, Niki Mayakova oversees philanthropy and community outreach strategy for Cox Media Group’s Dayton radio and television brands, using local media platforms to help nonprofit and community organizations amplify their missions and achieve meaningful impact. She previously served on the Dayton PRSA board as awards co-chair and president-elect.

“I’m honored to lead the Dayton PRSA chapter and to work alongside such a talented group of communications professionals,” Mayakova said. “Our chapter plays an important role in supporting professional growth, ethical practice, and meaningful connections across our region, and I’m excited to build on that momentum in the year ahead.”

The Dayton PRSA board is comprised of public relations professionals working across the Dayton region in a wide range of industries, bringing diverse experience and perspectives to the organization.

Leaders elected to the 2026 board of directors include:

About PRSA Dayton Area Chapter 

The Dayton Area Chapter of PRSA consists of public relations professionals representing all facets of the industry, including corporate, non-profit, agency, and independent practitioners. The chapter offers numerous benefits to its members, including monthly educational opportunities that feature local and national speakers, professional development workshops, an annual Media Day event to network with local media, and the annual Gem City PR Awards program. The Dayton Area Chapter, established on November 7, 1966, is part of the East Central District, which represents 15 chapters across six states.

About PRSA

The Public Relations Society of America, headquartered in New York City, is the world's largest professional organization for public relations professionals, with nearly 20,000 members, organized into 117 Chapters nationwide, who represent business and industry, counseling firms, government, associations, hospitals, schools, professional services firms, and nonprofit organizations.

As your 2021 Greater Dayton Area PRSA chapter president, I have reminded all of our wonderful board volunteers that this is a year that we are giving each other grace.  As we juggle so much at work and at home, we will do our very best to continue the important work of our local chapter.  That includes producing high-quality, if perhaps fewer, virtual programs; continuing our Gem City PR Awards Program; and offering support and resources for those of you who seek APR accreditation.

Our first educational program will take place on March 17 at 11:30 a.m. (virtually) and features Alexa Heinrich, an expert on creating accessible and inclusive digital content. If you are doing yet another Zoom call, we want to make it worth your while.

We have elected to postpone our Gem City PR Awards from May to September in the hope that we can have an in-person event.  Be thinking of programs and tactics to submit. Holly Michael, APR from FarmHouse Communication will be doing a program this spring on how to craft successful award entries and how they can advance your career.

While much has changed, not all change is bad. When I asked board members at our board retreat to share what had changed in their lives during the pandemic, there was much to celebrate. Christine Ton and Mike Brill became engaged. Hannah Krafka is expecting a baby soon and Kristen Bowser welcomed a little one in 2020.  Liz Long, Brianna Wooten and I all changed jobs. All wonderful, normal things.

I hope you are staying safe and well. If I or our chapter can be of service to you in any way, please do not hesitate to reach out.

Best regards.

Kelly Fritz Mofield, APR

It is my honor to serve the Dayton Area chapter of the Public Relations Society of America as president in 2020. My commitment to all PR professionals is to lead with integrity and passion, building off the successes of past presidents and members of the board of directors.

With that in mind, I want to thank Linda Dininger for leading our chapter so well in 2019. We experienced growth in membership, strengthened our communication throughout Dayton, and provided outstanding professional development programs. Thank you, Linda!

It’s an exciting time to work in communications and public relations and to be a member of the Public Relations Society of America. In October 2019, I was given the opportunity to represent the Dayton PRSA at the international conference, as well as the Leadership Assembly. I came away from the conference and assembly energized and focused on leading our chapter with integrity and passion.

My sincere hope is that one of the hallmarks of the 2020 PRSA Dayton board will be a renewed focus on using our skills to have a greater impact in our region. Partnering with Dayton media in ways that serve our community is a high priority for me in 2020. I will be working with the board of directors to determine ways this vision can become a reality. 

As I close, I want to express my deepest appreciation for the 2020 board of directors.  

To the returning board members, thank you for your faithful service! To the four new board members — Julie Thompson (Premier Physician’s Network), Linda Hughes (Dayton International Airport), Mike Brill (Montgomery County Auditor’s office), and Christine Ton (Montgomery County Sheriff’s office), thank you for joining the PRSA Dayton board. I am confident you will infuse the Dayton PRSA chapter with greater energy and vision, and as a result, we will reap significant benefits in 2020. 

Leading with integrity and passion,

Mark D. Weinstein
President

Mark D. Weinstein has worked in higher education for the 29 years, including the past four years as executive director of public relations at Cedarville University. Prior to Cedarville, Weinstein worked in public relations and marketing for Maryville University in St. Louis, Robert Morris University (Pittsburgh, PA), Geneva College (Beaver Falls, PA), and Mount Vernon Nazarene University (Ohio). He also served as Dean of enrollment and marketing for his alma mater, Grace College (Winona Lake, IN).

Before Weinstein began working in higher education, he was a sports editor for a regional newspaper in northern Indiana. Throughout his career in higher education, Weinstein used his media skills to help create stronger brand awareness for each university where he worked. He’s also been a leader in crisis and internal communication.

In 2016, Weinstein was the recipient of two PRism Awards from the Public Relations Society of America (Dayton Chapter) for the Ben Carson Presidential Campaign Media Event at Cedarville University, and for the development of The Buzz internal newsletter.

Weinstein earned a master’s degree in organizational leadership from Geneva College.

Mark D. Weinstein, executive director of public relations at Cedarville University, was unanimously elected president of the Dayton Area PRSA. Weinstein has worked in higher education public relations for 31 years, the past seven at Cedarville. He has served on PRSA boards in St. Louis, Missouri and, since 2015, in Dayton. Most recently, Weinstein served as president-elect and the awards committee co-chair in 2019.

“The Dayton region is blessed to have exceptional public relations professionals serving our region’s organizations,” said Weinstein. “It’s an honor to be selected to lead this group of leaders through PRSA. My vision for 2020 is to build upon the leadership of past presidents, increase the PRSA membership in Dayton and bring a greater focus on community involvement.”

One initiative Weinstein plans on implementing is partnering with Dayton-area media with their community service projects, giving PR leaders several opportunities to give back to the Dayton region.

Other PR leaders elected to the board directors include:

• President-elect and awards co-chair – Kelly Mofield, director of communications for the school of engineering at the University of Dayton

• Past-president – Linda Dininger, senior product marketing specialist at Deltek

• Secretary/treasurer – Stacy Porter, director of public relations at Dayton Children's Hospital

• APR accreditation chair – Kristen Bowser, director of corporate communications at Dayton Children's Hospital

• Programs co-chair – Julie Thompson, media relations consultant for Premier Physician Network Consultant

• Programs co-chair – Linda Hughes, public relations and marketing manager for Dayton International Airport

• PRSSA chair – Mike Brill, communications and community engagement manager at Montgomery County Auditor's Office

• Communications co-chair – Hannah Krafka,associate communications director at Nova Creative

• Communications co-chair – Leah Moon, marketing events and trade shows at Esko

• Sponsorship chair – Brianna Wooten, director of communications and public affairs for Montgomery County

• Ethics officer – Steven Solomon, public information officer for the American Red Cross

• Assembly delegate – Linda Dininger

• Awards co-chair – Christine Ton, media director for the Montgomery County Sheriff's Office

• Membership chair – Emily Jo Broughton, marketing and communication manager for Cox Media Group Ohio

Dayton Area PRSA

The Dayton Area Chapter of PRSA consists of public relations professionals representing all facets of the industry, including corporate, nonprofit, agency and independent practitioners. The chapter offers numerous benefits to its members, such as monthly luncheons, professional development workshops and holds awards events honoring the area's best communicators and their work.

I’m sure that the holiday hustle resounds with everyone, but I hope it resounds with the boss ladies out there, stretching themselves to the limit.

Here are a few simple things that have worked for me over the years, either that I have learned from experience or that have been relayed to me by one of the amazing mentors in my life:

Let it go: With the last echoes of the new Frozen soundtrack resounding through my brain, it occurred to me that I should stop over-committing myself. Holiday parties and events are great but the last two months of the year pass in a whirlwind of glitter and tulle. If you are an avid scheduler like me, sitting down and prioritizing events and activities that feed your soul or work best for your schedule is key. Sometimes you must give your best regards and Amazon a lovely fruitcake or chocolate Santa to save your sanity.

Organize: One of best things about a going into a new year is a clean slate and organizing your work and personal life is paramount to making this happen. Filing contracts, throwing out old invites and paperwork and setting appointments for after the holidays gives me peace of mind and lets me enjoy the holidays. This works in my personal life too and I discreetly purge the playroom and myself of the projects that I swear I’m going to get to, and the clothes I promise swear will fit correctly one day.

Treat Yourself: According to my enneagram test, I give all of myself to others and often forget myself. Whether this is true or not, the challenge of people-pleasing is especially poignant at this time of year. With age and experience, I have learned that if I don’t remember to take care of myself and prioritize my own mental and physical health that I begin to falter in my ability to multi-task and help those around me. The whole self-care “put your oxygen mask on first” phenomenon speaks to my soul and I try to schedule personal breaks during the week, especially during the season when I am prone to being an overstressed and frenetic holiday elf. As I mentioned before, if I don’t schedule it doesn’t happen, and little breaks to watch Elf on the treadmill or sort out my collection of ugly Christmas sweaters helps me to reset.

Goal Setting: The end of the year is a time to reflect. For me, this year has been one for extreme personal and professional change. Often, I remind myself that without change there is no growth and we all grow out of discomfort. This is great to remember when everything feels awkward and I must think on my feet, mostly because I am often flying by the seat of my pants as the world changes around me. Setting goals puts processes in place and gives me the infrastructure that I need for when things don’t turn out as planned. Giving myself an annual mission makes me feel like a PR and marketing operative with a measurable accountability standard. As a consummate overachiever, I tend to be hard on myself and it helps me reflect on how much I have achieved-it’s also why I live by a daily to-do list.

In the long run, it’s important to remember that we are all doing our best this holiday season. Social media makes us all feel like we are not doing enough as we see families in their perfect Christmas outfits and colleagues in their sparkly holiday outfits. You might see me in those same pictures, but I will be the first to tell you that I bribed everyone in that picture with a pocket full of Hershey Kisses and I tore my pantyhose and fell asleep in my toddler’s bed at the end of the night.

Be easy on yourself and step forward with a positive and reflective foot into the new year.

 Emily Broughton is a busy mom of three little girls, media maven, and membership chair for PRSA Dayton. She works as the Marketing and Communications Manager for Cox Media Group and hustles in the community to help non-profits, working as a professional “hype man” for various brands.

I have won many journalism awards throughout my career, locally and nationally, through award submissions. PRSA Dayton recognizing me as the 2018 Media Friend of the Year comes out of the blue for me, so this is very special.

I have a phrase I use with my staff, especially the morning team - How do we reflect the fabric of our community? It is something I strongly believe we must do every day. I appreciate you recognizing our efforts to celebrate this great community and our collective goal to make it even better.

I returned to Dayton a year and a half ago. My opinion was there was too much of a focus on negative news. I refocused my team to look for more positive stories and put things in context. We look for stories that help alert, protect and empower viewers. We also focus on holding those in power accountable.

I left Dayton to work on national and international news at The Associated Press. That gave me a perspective I never imaged when I returned back to local news. My new question- Why should I bother spending my time with you in local news when there are so many choices online and through streaming services? The truth is local news matters more today than it ever has mattered and we can still impact change.

One significant issue we continue to tackle is the opioid crisis. We learned and explained this is not a socioeconomic issue. It impacts all communities. I committed my team to focus on solutions for addicts, family members, and the community and promote how those offering help. Last year, the Drug Enforcement Administration (DEA) recognized our focus on solutions-based stories and partnered with us in an important and game-changing focus for the DEA.

This community drives my desire to be successful in my work. I believe our community is so much more alive than when I first left town. This new spirit and pride is one driving force for me. When we raised our children in Centerville, we never considered going to downtown Dayton. Now, my wife and I live downtown, and we love it.

Secondly, I am so impressed with the young people we have recently hired. Their enthusiasm is boundless. I get great satisfaction helping them grow and flourish. Yesterday, one new producer in training told me to make sure to watch her next newscast as she left work for the day. Those type of moments keep me going.

Finally, my family influences me in so many ways. My wife works for American Airlines in customer service and I have two daughters. One is public relations professional at Fanny Mae. The other is a marketing professional at Ogilvy. We all know public relations well and enjoy lively discussions sharing the challenges we have in our jobs. It’s fun and rewarding. We are proud parents!

My advice for future generations is to embrace change. less than fifteen years ago no one could have ever imaged Facebook. Think about what’s next because technology disruptors will continue to grow. Understand where people are going and be aggressive in getting in that space.

Kevin Roach is the news director at WRGT/WKEF TV Dayton. Fox 45 is the media sponsor of the Governor’s Generation Rx campaign to fight opioid abuse and has been a leader in covering the opioid epidemic, often partnering with local experts and others involved in the fight. Kevin has sponsored PRSA’s Media Day and even assisted member and nominator Mark Weinstein from Cedarville University on the creation of a campus digital newsroom, resulting in 90 media interviews in its first four months.

Twitter is a social media platform and news outlet through which users can interact with each other, choosing who to follow, what trends to keep up with, and how to interact with others. In this way, we each uniquely shape our experience with the platform, connecting with others who share our interests and profession, staying updated on the latest news, and conversing and sharing content with friends. You undoubtedly discover new people.

But is this person real?

It’s a more relevant question than you may think, as it’s estimated that around 15 percent of Twitter accounts are automated—programmed to follow a set of rules. These automated accounts, or Bots, can be programmed to perform just about all the actions a real user can perform: tweet, retweet, like, follow and unfollow, and send direct messages (DMs). Accounts are programmed using an Application Programming Interface, or API; through this interface, a user can set the rules by which a Bot account operates.

This leaves it up to the user to decide the purpose of their Bot. Some positive benefits of an automated account are spreading useful information, generating creative content, or sending automatic replies and DMs to followers. But there are also negative aspects to Bots: violation of user privacy, spamming, distortion of debate, and the spread of misinformation.

Bad Bots

The more nefarious Bot accounts are usually those trying to mask the fact they are automated. These accounts present themselves as a person or organization with the intent of spreading malicious content and increasing polarization.

The best defense is knowing how to identify these Bots; here are some of the most common indicators:

• How often does the account tweet? If it’s daily average is over 50, that’s a strong indicator of Bot activity.
• Is any personal information provided? If there’s no indication of a person operating the account, such as a name, location, or website, there’s a good chance it may be a Bot.
• Is there original content? Analyze the account’s tweet history. Are there any tweets from the user them self? If you see a long list of retweets with little or no original content, it may be a Bot or part of a Botnet (a group of automated accounts working together to amplify specific content and messages).
• The lack of a profile picture is an indication that the user may not be real. And even if the suspected account does have a picture, it may be a stolen or widely used picture. Try doing a reverse image search on Google. You may find multiple Bot accounts using the same photo.
• Look at their Twitter handle; many Bot accounts are a mishmash of letters and numbers. If there is a name in the handle, compare it to the name on the account to see if they match.

Bots are here to stay and, while Twitter is continually working to suspend suspect accounts, educating ourselves on how to identify them is the surest form of protection.

Benevolent Bots

But wait! Let’s put away the torches and pitchforks for a moment. There are many Bot accounts out there that provide useful information, entertainment value, and act as positive forces. These accounts usually state they’re automated in their description—they’ve got nothing to hide! Here are just a few examples of good Bots:

• @tinycarebot prompts followers to perform simple acts of self-care, such as listening to inspiring music, reminding you to eat something, or take a break. You know, I think I’ll take one now…
• @earthquakeBot tweets about all earthquakes with a 5.0 magnitude or greater as they happen. Not quite earth-shattering, but informative nonetheless.
• @_grammar_ alerts random users who use improper grammar. I’m not sold on this one’s usefulness yet.
• @theNiceBot combats mean tweets by automatically tweeting nice messages.

As you can see, these Bots run the gamut, providing users with useful information, an encouraging word, a quick laugh—who knows what else!

It’s A-Bot Time

There you have it—Bot accounts are a pervasive force on Twitter. Yes, we should be wary of their negative applications, but also take advantage and enjoy the good-natured and informative Bots.

Maybe you want to create your own Bot account? It’s not as hard as you may think; the internet’s full of quick start guides, and over time you can build a robust automated account. Maybe one that retweets content about outer space, or sends a message to users who use the #tortitude hashtag. I’m thinking a Bot that sends out randomly generated puns.

 That sounds like lots of pun.

Oliver Krafka is a marketing copywriter at Scratch Copywriting LLC, where he utilizes a boundless creativity and keen eye for language to create targeted and engaging copy. He can be reached on LinkedIn at linkedin.com/in/oliverkrafka and scratchcopywriting.com.

Yes? Then, let’s have a real conversation …

It's okay to admit this truth: presentations are a fickle beast that include a laundry list of elements that you can and can’t control. For example, you can control your content—and how well you know it. But, reality is you can’t control technology ... no matter how hard we all try with our contingency plans for our contingency plans. Oh wait, is that level of crazy mine alone?

One very controllable element that many presenters forget about is their onstage appearance. Or, they think about it in relation to their living space when getting ready in the morning, not where they will present once they leave the house. We all own that one “professional thing” that lives in the back of the closet and is only pulled out when you must impress someone. Get rid of it! As a matter of fact, please donate it to Clothes That Work! 

Now, as someone who believes in costuming for any and every occasion I have you covered to rock that presentation and in the most memorable way possible – as Smarty-Pants-You!

Consider these three things when prepping for a presentation:

1. Where are you giving your presentation?
   • The quarterly CareSource all employee meetings are held at the Schuster Center and often our backdrop is a red velvet curtain. Know what you will be standing against—you are already a talking head, give yourself enough contrast in your wardrobe to not be a floating head too!  

2. You can be professional in colors other than black.
   • Even in a traditional industry like banking, a pop of color will help your audience to get a sense of who you are. Gentlemen, this can be accomplished with a bright tie, pocket square, or some funky socks. Ladies, pops of color can easily mean finding a bold colored pant or a breathable blouse with a pattern that makes you feel confident. Statement jewelry is always an option if you are most comfortable in all black attire. Please just don’t mix the statement jewelry, bold pants and patterned shirt! It'll be a tad too much stimulation for your audience!

3. What is the microphone situation?
   • Are you planning to camp out at a podium or will you rock a lavaliere mic and walk while you speak? Lavaliere mics require being clipped between your heart and chin, this means you need to have something to clip it to! To avoid bunching, and a rumpled look, be sure to have a flat surface like a lapel, a tie, or even a boatneck. But, you also need to consider where the power pack will live. Men and women alike should always clip the power pack to a waist band or a belt. I prefer to make a pocket a last resort because it can add unnecessary bulk to an otherwise clean aesthetic.
   • One last thought about lavaliere mics; should you choose to wear a large broach or a longer necklace, consider if it will move as you speak. The last thing you want is for your jewelry to scratch against the microphone.

And one more tip, because it’s an important one:

The most confident speakers are often those that are most comfortable. Shoes are a big part of comfort, but clearly an afterthought. Men, if you only wear your dress shoes with your suit, and you only wear your suit when you present, get them out of the closet a week before you are on stage! Shine those puppies ahead of time and wear them around the house! And ladies, while the same rules apply to you, also think about the clickety-clack of your steps if you have on heels. If you can hear it in your kitchen, you’ll likely hear it on stage too.  

As Iris Apfel says, “I say dress to please yourself. Listen to your inner muse and take a chance. Wear something that says, ‘Here I am!’ today.”  You're already making that statement with your presentation, why not make it with your appearance too?

Is this a bad thing? Not necessarily. Every generation has its pros and cons (I mean, sure, I LOVE the ’80s, I believe Bo Knows everything and I still want my MTV—don’t hold these truths against me). But what, you ask, does any of this have to do with ethics? Quite a bit, actually.

As an organization, PRSA is a passionate advocate of living and working by the Code of Ethics. It is our ongoing charge as members to not only abide by the Code but to also promote it and make sure our colleagues, businesses and, yes, future generations “Do the Right Thing” (another shameless ’80s plug). For the latter, if we want to succeed, we need to learn more about these future generations…the Millennials…and how they regard ethics in the profession.

In September 2016, the PRSA Board of Ethics & Professional Standards (BEPS) sponsored a study to learn more about what today’s young professionals really know about the PRSA Code of Ethics. The findings were not overly encouraging:

• They do not feel prepared to provide ethics counsel.
• Those who were aware of and likely to use PRSA/PRSSA ethics resources and training did feel more prepared and were more likely to believe that ethics counsel is public relations’ responsibility.
• Only one-third indicated they felt prepared to offer ethics counsel.
• Only 41 percent said they were familiar with PRSA’s Code of Ethics
• Less than half of the respondents said they were likely to consult the Code of Ethics.

While it’s not all gloom and doom, we obviously need to remedy this. The good news is that it may not be as monumental of a task as it seems. I believe many of the very traits that define Millennials will help enable us to get them on track to be ethics advocates and our next generation of PR ethics counsel.

These results certainly are not indicating that young professionals have a total disregard for ethics within public relations; rather, I think the Millennials are begging us to learn more and ready to embrace ethics and everything for which they stand. We joke about Millennials being overly “politically correct” and sensitive almost to a fault—but isn’t that what ethics is all about?

The key is getting through to them. I go back to a founding principle of communications: To successfully communicate to an audience, you need to communicate in the manner they prefer. Our traditional teachings of the Code of Ethics may not be resonating with Millennials, but that doesn’t mean they don’t want to learn. They prefer communications that are short and to the point, delivered via various electronic media channels. Face-to-face communication isn’t as popular and effective as written communication.

Important to note is that survey respondents indicated they were open and receptive to additional information. This is an area of opportunity for PRSA to expand its outreach and professional development resources by targeting new professionals—and they’ve taken steps to do just that.

Over the past 12 months, PRSA hosted an ethics Twitter chat with the New Professionals group and are using its blog to convey ethics information and insight. In addition, BEPS is continuing to research effective techniques for raising ethical concerns, which will lead to the availability of instructional materials for educators and PRSA members in the near future.

This is only one piece to solving this puzzle, of course. We—the individual practitioners—also need to capitalize on the fact that they are “open and receptive” to learning more. We need to continue to be advocates and discuss ethics with young professionals and even mentor them on the subject. Our generation is well-versed and experienced with the topic, primarily due to the years we’ve spent practicing public relations. Young professionals have yet to experience ethical issues first-hand, so let’s help them by sharing our learnings and growing their awareness around the Code and what it stands for.

We would be doing ourselves and our profession a big disservice by not doing so.

Oh, and by the way…there isn’t an ethics emoji but there is a PRSA Ethics app! Just sayin’…

Bob Sadowski, APR, currently leads the marketing efforts of myCUmortgage, a leading Credit Union Service Organization owned by Wright-Patt Credit Union in Beavercreek, Ohio. He has a deep background in corporate public relations, having worked for several industry-leading companies, including ACCO Brands, LexisNexis, Reynolds & Reynolds and Standard Register. He is a past president of the Dayton chapter of the Public Relations Society of America and currently serves as Ethics Chair. He is a graduate of Bowling Green State University and resides in Bellbrook, Ohio with his wife and four children.