Public relations (PR) professionals stand at a critical juncture where their leadership and influence are being tested like never before. Across industries and communities, they have led vital initiatives in sustainability, collaboration, and trust-building. Yet the demands placed on PR by stakeholders, society, and even the profession itself have raised the bar to unprecedented heights. Now, more than ever, PR professionals are expected to act not only as strategic communicators but as the ethical conscience and driving force of their organizations—a role that requires them to embody both the head and heart of leadership.

The idea of responsible leadership has become central to this evolving expectation. As Tony Wenas, President Director of PT Freeport Indonesia, succinctly puts it, “Responsible leaders are those who are accountable—not just responsible. Accountable for decisions, actions, and inactions. This accountability must benefit not just your organization but also the environment and society at large.” It is a compelling call to action, but it raises questions about whether PR practitioners are fully equipped—or empowered—to meet these responsibilities. 

The very premise assumes a level of agency and influence that is not universally available to PR professionals, particularly those operating in rigidly hierarchical or highly politicized environments. Can PR truly lead, or are they often relegated to simply executing decisions made by others?

The answer may lie in the profession’s track record. PR practitioners have demonstrated their capacity for leadership through their contributions to sustainability and global communication strategies. Whether guiding organizations through climate-focused initiatives or tackling the pervasive problem of greenwashing, they have often been at the forefront of promoting collective good. 

In Zambia, for example, Irene Lungu Chipili observed that worsening climatic conditions have made communities more receptive to sustainable practices—a sentiment PR professionals have leveraged to foster engagement. Similarly, Indonesia has shown how creative approaches can amplify sustainability narratives, with PR professionals collaborating across sectors to reach diverse audiences.

Yet, these successes are not without their challenges. Sustainability remains fraught with pitfalls, particularly when it comes to authenticity. Angela Barter, a sustainability strategist, cautions against vague or exaggerated claims, noting that trust and transparency are essential to avoid reputational damage. Professor Anne Gregory takes this a step further, warning that “anyone can be authentic in themselves, but this doesn’t mean they are acting for the common good.” These critiques highlight an uncomfortable truth: even as PR strives to lead, it must contend with the limitations of its own rhetoric. Words alone cannot drive change. PR must show accountability through measurable action, a principle that resonates with Wenas’s insistence on “walking the talk and talking the walk.”

Leadership in PR also demands ethical clarity, yet the profession remains divided on how to enforce standards. Countries like Nigeria and Puerto Rico have introduced legal frameworks to govern PR practices, ensuring accountability and compliance. These frameworks have elevated the profession’s credibility, but they are not universally adopted. 

For PR professionals operating without such structures, ethical leadership becomes a more personal and precarious endeavor. The profession’s reliance on self-regulation risks creating inconsistencies, leaving room for substandard practices to persist. While many practitioners embrace their ethical responsibilities, others may lack the resources or support to meet these expectations, especially in environments where economic or political pressures prevail over moral imperatives.

Technology adds another layer of complexity to the conversation about responsible leadership. Artificial intelligence (AI), in particular, offers PR professionals powerful tools to analyze data, target audiences, and optimize campaigns. However, as Nezar Patria, Indonesia’s Deputy Minister of Communication and Digital Affairs, reminds us, “AI must be inclusive, accessible, and transparent.” The ethical application of AI poses significant challenges. Its dependence on data raises concerns about privacy and representation, while its implementation risks exacerbating inequalities if not carefully managed. 

These concerns are not merely technical or operational—they are deeply human. PR professionals must approach AI and professional leadership from the perspective of all humanity, considering its potential impact on human rights. This includes safeguarding privacy, avoiding algorithmic biases, and ensuring that technological tools do not marginalize vulnerable groups. AI, while powerful, cannot replace the human-centered values that form the core of PR. As Hemant Gaule notes, “AI is raised by humans. Human intelligence is a product of values and morals.” PR practitioners must ensure these values remain at the heart of every technological application.

Perhaps the most profound challenge facing PR professionals is the assumption of influence itself. While many practitioners occupy positions of trust within their organizations, others struggle to secure a “seat at the table.” As Arik Karani of the Public Relations Society of Kenya points out, leadership in PR is not automatically conferred; it must be earned through demonstrated expertise and value. This raises the question of how PR professionals can navigate organizational structures that may undervalue their contributions or view them solely as technical executors. Without systemic changes to how PR is positioned within organizations, the profession’s ability to lead responsibly remains constrained.

The essence of leadership, particularly in public relations, lies in managing people and relationships. Relationships and understanding humanity are at the core of effective PR practice. Building trust, fostering collaboration, and navigating the complex interplay of diverse stakeholder interests all depend on the ability to connect with and understand people. This centrality of relationships gives PR professionals a unique edge in leading responsibly. As Yakubu Lamai, Director-General of Strategic Communication for the Nigerian Government, aptly puts it, “We have one world and one life to live. PR professionals should travel and expand their minds to improve the human story.” This sentiment reflects the emotional intelligence and relational skills that PR professionals bring to the table, positioning them to act as both the head and heart of leadership.

Still, the path forward demands more than good intentions. To truly lead, PR professionals must embrace accountability at every level, advocating for transparency, championing ethical standards, and leveraging their influence to drive meaningful change. This means not only creating compelling narratives but ensuring those narratives are backed by action. It means using tools like AI to enhance—not replace—human-centered communication. Most importantly, it means holding themselves to the same high standards they demand of others.

PR professionals have already achieved remarkable progress in shaping global conversations and advancing societal goals. But as the bar rises, so too must their commitment to responsible leadership. This is not just an opportunity—it is an imperative to lead by example, demonstrating how organizations can align profit with purpose and action with accountability. It is a call to move beyond rhetoric, to walk the talk, and to set a standard that others will follow.

Calls to Action

1. Strengthen Relationships and Trust: Recognize that leadership is rooted in relationships. Build trust by fostering meaningful connections with stakeholders and prioritize humanity as a guiding principle in your communication strategies.

2. Commit to Measurable Accountability: Take ownership of decisions, actions, and inactions. Ensure that your initiatives not only align with organizational goals but also demonstrably benefit society and the environment.

3. Lead Through a Human Rights Lens: When adopting technology like AI, evaluate its impacts from the perspective of humanity and human rights. Safeguard privacy, ensure inclusivity, and address potential biases to create ethical, people-centered solutions.

The stakes are high, but so is the potential for impact. Now is the time for PR to lead with integrity, ambition, and purpose.