The ICI Charter of Ethical Communications

A commitment for PR and communications professionals to practice no‑spin, action‑linked communications.

The ICI Charter

The ICI Charter is not merely a statement of personal values; it is a shared standard for public relations and communications professionals who believe storytelling and strategic communications should be used to drive meaningful social and environmental change.

By adding your name to the ICI Charter Signatories Registry, you are declaring that you are part of a collective movement redefining success in communications – rejecting spin, performative purpose, and empty promises in favor of integrity, judgment, and accountability.

The Core Commitments

To maintain the integrity of this registry, all signatories formally agree to uphold the following six standards of practice:

  • Lead with the truth (transparency & accuracy)

    Practice transparent, accurate, and context-rich communications. Reject spin, exaggeration, and misleading claims (such as greenwashing), holding the line on factual integrity even when the pressure to perform is high.

  • Call each other in (industry accountability)

    Guide organizations and peers toward better practices with honesty and care. Support progress over perfection, offering principled counsel to those who are early in their impact journey and need it the most. When we fall short — for ourselves or those around us — we choose to call in rather than call out, take responsibility, make amends where possible, and use the experience to do better.

  • Strive for impact (real-world outcomes)

    Move beyond awareness alone. Use the strategic tools of communications to mandate meaningful action, structural accountability, and tangible social and environmental outcomes.

  • Listen before acting (community engagement)

    Seek to understand the needs, perspectives, and lived experiences of communities you are communicating to, or on behalf of, before shaping narratives or strategies.

  • Walk the walk (operational alignment)

    Ensure external communications accurately reflect internal organizational behavior and commitments. Let verifiable actions lead, and let storytelling follow.

  • Measure what matters (verified performance)

    Evaluate success not only through traditional media reach or impressions, but through verified social and environmental outcomes, direct community feedback, and long-term value creation.

This Charter is offered for public use. We invite individuals, boutique agencies, and corporate communications teams seeking to establish responsible standards to adapt these principles within their own governing practices.

Yes, add my name to the ICI Charter Signatories Registry:

  • To establish a visible, shared standard and support a collective movement for integrity and accountability in modern communications.

  • Transparency, real-world impact, industry accountability, rightsholder engagement, and verifiable alignment between words and actions.