An ethics update from our professional advisor

“It takes a lifetime to build a reputation and only a second to shatter it,” said Marisa Vallbona, guest speaker at San Diego State University.

The Association for Hispanic Media Professionals and other students from SDSU School of Journalism and Media Studies had the privilege of learning about ethics in social media. Her presentation, “Ethics in PR and Social Media,” explained how to stay ethical while communicating through social media.

Vallbona told the students to always be in full disclosure and state whether or not you are posting on behalf of a client. Many make the mistake in believing they can hide behind a computer screen and get away with things they wouldn’t normally do. In reality, what you post online lasts forever. “If you don’t want it to be in the headline news, don’t post it on Twitter or Facebook,” said Vallbona.

Along with reputation, your character is imperative. You must draw a line and stick to your own values. Your character will shine through in an interview, but don’t allow social media sites to be the reason you did not get the job.

Vallbona is a member of the Public Relations Society of America and serves as the code of ethics officer for the PRSA San Diego/Imperial Counties chapter. She is also the president of CIM Incorporated and co-founder of PRConsultants Group Inc.

Take the PRSA ethics quiz here to test your knowledge of the ethical practice of public relations.

For more information about Vallbona, follow her on Twitter @mvallbona.