Kami Huyse, the CEO of Zoetica, a social media agency, who for me was first and best known as @kamichat discusses a number of important ethics issues including:

1) Why you need to respond and not react to unethical behavior 2) What one question should you ask friends facing difficult situations?

3) Why ethical PR people act like ombudsmen

4) What is the best thing PR pros can do in difficult situations?