Ethics, transparency, and integrity are crucial in PR Listen to article "Credibility is the currency in the public relations profession." This fundamental truth was at the heart of my recent session with the MBA students of the Institute of Business Administration's Communications & Advocacy for Businesses course. I had the privilege of engaging with a group of bright, aspiring professionals, guided by their course instructor, Hussain Ali Talib, Head of External Affairs at Unilever Pakistan. The session centered on the ethical foundations of public relations, an area I firmly believe is the cornerstone of our work in this field. Honesty and transparency are not merely ideals we strive for in PR; they are essential standards for building trust and maintaining credibility. In an age dominated by misinformation and disinformation, these principles are more crucial than ever.…