The Ethical Compass: Making High-Stakes Decisions in School Public Relations
Date: 7/21/2026
Time: 2:45 - 3:45 PM
Room: Grand Salon 20 - 24 (Floor 1)
Skill Session - Live lecture, panel discussion or interactive session with time for Q&A. 60-minutes.
ETHICS/LAW–Ethics and/or legal considerations in communications and public schools
Session Description
Ethical decision-making is a cornerstone of professional public relations practice and a critical competency for accredited practitioners. School communicators are routinely asked to make judgment calls where there is no perfect answer—only competing obligations, limited time, and real consequences. In an era of heightened scrutiny, rapid information sharing, and increasing polarization, ethical decision-making in school public relations has never been more complex.
This ethics-focused session is designed for experienced practitioners, including those holding APR credentials, who seek to strengthen their ethical reasoning and decision-making skills. Through real-world case studies, guided discussion, and structured analysis, participants will examine common ethical dilemmas in school public relations and apply established ethical frameworks—including the NSPRA Code of Ethics—to determine responsible courses of action. The session reinforces ethical accountability, professional judgment, and credibility in practice. While ethical challenges rarely offer simple answers, this session equips participants with a disciplined, repeatable approach for evaluating options, justifying decisions, and upholding the highest standards of the profession.
Presenter(s)
Lesley Bruinton APR
CEO & President
School Spirit PR
Lesley Bruinton inspires others through her leadership in school communications. She is an Accredited in Public Relations practitioner with nearly 20 years of professional experience. The former television journalist now serves as President & CEO of School Spirit PR, a strategic communication firm supporting superintendents and school districts.
Lesley is a past president of the National School Public Relations Association (NSPRA) and a two-time past president of the Alabama School Public Relations Association. She is a 2020 AASA Women in School Leadership Award winner and a three-time NSPRA Gold Medallion winner. Additionally, she was named a 2025 NSPRA Presidents Award winner, the highest individual honor awarded by the association.
A hallmark of her work is the understanding that the strategic use of communication and creativity can assist in solving organizational challenges. LinkedIn Profile
The Ethical Compass: Making High-Stakes Decisions in School Public Relations
Category
Skill Session - Live lecture, panel discussion or interactive session with time for Q&A. 60-minutes.