Adhering to ethics comes easier when things are going well. But how do you stay true to your principles during more challenging times, when you’re dealing with a difficult client, a persistent media or having to share less-than-positive news? We get advice from a panel of experts on the critical role ethics plays in those circumstances - and every day - in effective public relations.

Our panel:
- John Follaco, associate director for college communications at The College at Brockport;
- Barbara Pierce, APR, president of Tipping Point Communications;
- Jim Redmond, regional vice president, Communications and Community Investment for Excellus BlueCross BlueShield.

Moderating the panel will be Ellen Rosen, director of RIT University News Services and ethics officer for the PRSA Rochester chapter.