Every September the Public Relations Society of America celebrates Public Relations Ethics Month, encouraging members to contemplate the many ways ethics affect our businesses.

Ethics should be part of our everyday reality. Still, purposefully considering them once a year is a wonderful opportunity to ‘check in’ with our internal guideposts and acknowledge the way ethics steer our decisions and actions.

If you think about it, good character is the first trait you look for in others, especially those you do business with. John C. Maxwell, an author, speaker and pastor who has written many books focusing on leadership – notes that if a person’s character is flawed, their leadership will be as well.

Maxwell notes that integrity – the dedication to meeting deadlines, fulfilling promises, meeting obligations and taking responsibility for success and failure – is the mark of a true professional. All other characteristics, while critical, won’t mean much if an individual is unreliable.

PR pros need an annual refresher course in PRSA’s Code of Ethics. We apply these principles every day, yet ongoing reflection about the importance of ethics benefits ourselves and our profession.

That said, ethical individuals will exhibit these values:
Positive Attitude
People who don’t stop working toward their goals despite discouragement and setbacks possess a good attitude and will find a way to succeed even when things get tough. Maxwell says “people with positive attitudes do things others can’t, see things others won’t, and go places others don’t.”

Self-Discipline
Getting things done on deadline and exceeding expectations depends on the individual’s ability to focus on what really matters. “Self-disciplined people don’t allow the urgency or distractions of the moment to command their attention,” Maxwell writes.

People Skills
The best PR pros possess the ability to understand others. They communicate effectively while taking the time and effort to listen well. Their awareness and appreciation of others’ skills makes them great team players and effective leaders.

Good Judgment
Thoughtful, critical assessment is the hallmark of a seasoned professional who will pass up clients and new business if she suspects hazy standards or underhanded values. The best PR pros communicate directly yet tactfully and make expectations clear.

Curiosity and Creativity
Clients look for professionals who have clear vision. They want people who are willing to be different, to take risks, who are willing to change and grow. They want us to push others to do the same. They crave the company of other professionals who strive to break new ground, ask probing questions and always wonder “what if…”

It’s always a good idea to do the right thing in life and in business. PR pros with a reputation for integrity will be rewarded with long-term clients, repeat business and referrals.

Now that I have several decades of professional experience, it’s tempting to skip honing my skills. After all the countless conferences, organizational meetings I’ve attended and hundreds of speeches I’ve heard; after the thousands of professional journals I’ve read and millions of hours I’ve networked; I feel entitled to skip it all. I could even make a persuasive argument for skipping IABC lunches and NAWBO meetings – or even letting my PRSA membership lapse.

Top-of-Mind Habits
Yet even for a seasoned expert like me, professional development must remain top-of-mind if I want continued business success. I believe that older pros need professional development as much as our young counterparts so that we remain competitive in today’s fast-moving environment.

Too often we plead we’re “too busy” and fail to see the ROI on meeting new contacts, learning new trends or developing new skills. Still, as I navigated a recent career switch, it became clear that my old habits and skills could stand brushing-up.

Old Dog, New Tricks
I’m a master networker. I’ve been networking in OC journalism and PR circles practically since time began. Though I know a lot of people, it’s always good to widen the circle.

I joined PR Divas, IABC OC and NAWBO OC and the effects were instantaneous. Whole new circles of people welcomed me. I’ve also learned that joining an organization isn’t enough – so I’m becoming an involved volunteer.

Reading for Fun and Profit
I admit that I’ve grown impatient with consuming professional development articles and books. “Between You & Me” opened my eyes. This new book on language is the best one since the #1 New York Times bestseller, Eats, Shoots & Leaves. Written by longtime New Yorker editor Mary Norris, it is both irreverent and useful.

Useful too are email communications from PRSA and IABC that offer useful articles gleaned from magazines like Inc., Fast Company and Fortune, which are often full of useful tips and ideas. I tend to save a handful to read at once, only to enjoy them so much that I wonder why I waited.

Service to Others
My daughter and I decided last summer to devote a year to teaching homeless children through School on Wheels. One hour a week doesn’t seem like much, but we’ve found it challenging to keep our commitment.

Working with underprivileged kids has jolted me out of my happy middle-class cocoon. It’s humbling, educational and emotional – and it’s underscored my belief that a good education is the key to success in life.

Now, What About You?
When was the last time you met someone new, or read a full-length newspaper or magazine article about a skill you already mastered? When did you last volunteer to serve on a nonprofit board? Do you maintain membership and involvement in professional organizations even though you’ve already earned top designations?

It’s a pleasant surprise that my diligent business efforts also have renewed my spirit and made me alert to the world – empowering me to develop a more thoughtful perspective that makes me a better writer and a more well-rounded person.