Brands can’t take an ethical position on everything: Ellen Gunning

Ellen Gunning, the director of The Irish Academy of Public Relations, has said brands can’t try to ethically succeed in all avenues and need to instead focus on excelling on one position.

Speaking to attendees at CommsCon, Gunning said that while it may not be easy to identify the one ethical pillar a brand wants to adopt, they should do that rather than choosing too many standpoints and ultimately failing.

Gunning on stage at this year’s CommsCon