River 10

Conscience, Truth & Consequences - develop your ethical superpowers, tackle malevolent manipulation and guard reputation

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  • 26/02/2020
  • 09:30 am - 04:00 pm
  • EMA, 145 Khyber Pass Road, Auckland
  • CPD: 10.00
  • $495.00+GST (member), $795.00+GST (non member), $495.00+GST (student-member)
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The decade’s come in with a hiss and a roar.

Wildfires, novel coronavirus, Brexit, political meltdowns and impeachment ripped through January, each fuelled by issues of trust, reputation and ethical behaviour.

This essential PRINZ session tackles reputation, risk and ethics. It dissects our role as organisational conscience, challenges how we help our organisations to behave well and how we help our leaders lead.

Our business as public relations and communication professionals is to build and sustain the relationships our organisations need to maintain their licence to operate, which means trust, reputation, risk and issues are constant elements in our daily undertakings.

The Global Capabilities Framework lists working within an ethical framework, facilitating relationships and building trust as vital to our work - so how do you manage when it comes to dealing with matters of conscience, truth and its consequences?

This year’s Edelman Trust Barometer indicated trusted organisations have a greater licence to operate among regulators, consumers, employees and investors and have greater resilience against risk. Ethical drivers were more important to company trust than competence but leaders are not trusted to address the challenges we face.

By the end of the session you will have a deeper understanding of risk, issues and reputation plus a renewed confidence — and courage — to tackle the ethical issues that may confront you. And — as New Zealand moves further into election year — we’ll break open truth and the consequences of malevolent manipulation and lies.

Key content

  • What are the five big ethical challenges for practitioners in 2020?
  • Ten essential steps towards guarding reputation
  • Telling the truth - going into battle against misinformation and malevolent manipulation
  • The ethics of technology and online engagement - how your data holdings and AI actions could be your undoing
  • Communicating with conscience - how organisations are changing from ‘inside out’
  • Speaking up - can you help your CE meet the leadership challenge of speaking out?
  • Risky business - how resilient are you? Does your organisation understand reputational risk and how do you help them mitigate risks and issues that will destroy trust?
  • How do purpose driven organisations facilitate relationships and build trust with internal and external communities?
  • What we need to know if we are to ‘work within an ethical framework on behalf of the organisation, in line with professional and societal expectations’ as outlined in the Global Capabilities Framework

Learning outcomes

  • Understanding risk and reputation audits
  • Understanding how to deal with challenging organisational cultures
  • Understanding of the PRINZ Code of Ethics and other ethics protocols
  • Understanding roles, responsibilities and relevant law


Catherine Arrow, FPRINZ, FCIPR, Founding Chartered Public Relations Practitioner

Catherine Arrow is an international public relations consultant and educator. She heads PR Knowledge Hub Ltd, a learning and development centre for public relations and communication professionals delivering online and face-to-face training.

A PRINZ Fellow, a Fellow of the Chartered Institute of Public Relations and a Founding Chartered Public Relations Practitioner, Catherine serves on the Global Alliance Advisory Council following eight years of service as board member and secretary of the Global Alliance for Public Relations and Communication Management.

Alongside her training and consultancy work, she lectures and speaks about public relations in New Zealand and around the world. Recent publications include a chapter on future public relations practice in the CIPR book, ‘Lessons from Expert Practitioners’. Her career spans the Northern and Southern Hemispheres and, in 2012, was presented with the PRINZ President’s Award for exemplary contribution to the profession.

This course has a minimum number requirement, so please book early to ensure the course is not cancelled. If you are booking travel or accommodation, please check with the office first that the course is taking place.

Please be aware of PRINZ payment and cancellation policy.

A student priced ticket to PRINZ courses is sometimes available to PRINZ student members. Please email the office if you are a student member and would like to attend this course.