Whether you're responding to a demanding reporter, presenting to a hostile community, or persuading your boss to take a better course of action, PIOs are the conscience of their organizations. In an era when public trust of institutions has been severely eroded, PIOs have a critical role to repair, build and maintain trust for public agencies through effective and professional communications.  This session will review principles of ethical communications that are the foundation for long-term success, both personally and institutionally, that have been derived from decades of experience and public service by David Vossbrink, APR, Fellow PRSA. These principles will guide PIOs at all stages of their careers when faced with difficult decisions or tasked with new challenges.