NSPRA Member Webinar Series
Ethics in Action: Real Decisions in School Communication
Trust
on the Line: Ethical Communication When Credibility Matters Most (Part 3 of the Ethics in Action Series)
When
information is incomplete, emotions are high, and stakeholders want answers, communicators are often called upon to make some of their most visible and consequential decisions. In these moments,
trust can be strengthened—or damaged—by what is communicated, how it is communicated, and what happens next. In this session, participants will explore realistic scenarios involving uncertainty,
misinformation, competing expectations, and public scrutiny. Through practical examples and guided discussion, attendees will examine how to balance transparency, privacy, accuracy, and stakeholder
needs while maintaining organizational credibility. Participants will leave with a framework for communicating through uncertainty, practical approaches for addressing rumors and speculation, and a
personal checklist for making responsible communication decisions when trust is on the line.
Presenter:
Shawn McKillop, APR | Principal Consultant, YMCA Hamilton Burlington Brantford (Ontario)
APR
renewal credit: 0.5 CEU