The ICI Pledge
A commitment for PR and communications professionals to practice no‑spin, action‑linked communications.
The ICI Pledge
The ICI Pledge is a shared commitment for public relations (PR) and communications professionals who believe storytelling should be used to drive meaningful social and environmental change — not spin, performative purpose, or empty promises.
Members of the Impact Communications Institute are innovators using the tools of communications to challenge the status quo, guide organizations toward responsible action, and build trust over time. By taking the pledge, members commit to practicing impact communications with integrity, judgment, and accountability.
What you’re committing to
By taking the ICI Pledge, you commit to the following principles:
Lead with the truth. Practice transparent, accurate, and context‑rich communications. Reject spin, exaggeration, and misleading claims — even when the pressure to perform is high.
Call each other in. Guide organizations toward better practice with honesty and care. Support progress over perfection, especially for those early in their impact journey who need principled counsel the most.
Strive for impact. Move beyond awareness alone. Use the tools of communications to encourage meaningful action, accountability, and real-world outcomes.
Listen before acting. Seek to understand the needs, perspectives, and lived experiences of communities and stakeholders before shaping narratives or strategies.
Walk the walk. Ensure communications reflect real organizational behavior and commitments. Let actions lead and storytelling follow.
Measure what matters. Evaluate success not only through media metrics or reach, but through social and environmental outcomes, stakeholder feedback, and long-term value creation.
This pledge is offered for public use. We invite individuals and organizations seeking to establish responsible communications standards to adapt these principles within their own practices.
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To support integrity and accountability in modern communications practice.
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Truth, impact, accountability, and alignment between words and actions.