PANEL · BBB & NEBRASKA PRSA
The Importance of Ethics for All Businesses
Three BBB Torch Award recipients on what ethical leadership actually looks like inside a growing organization
SESSION DETAILS
The Importance of Ethics for All Businesses
🏫 Hosted by: Better Business Bureau & Nebraska PRSA
📅 Date: March 21, 2025
🎬 Format: Virtual panel, 30 minutes — APR continuing education credit
🏷 Topic: Ethical Leadership, Trust & Building a Business Worth Believing In
Chris joined a three-person panel of recent BBB Torch Awards for Ethics recipients for a conversation on why ethics matter in every business, and how organizations build trust inside their teams and across their communities rather than claiming it in a values statement.
THE PANEL
Who Was on It
All three panelists led organizations that had recently received the BBB Torch Awards for Ethics, the only honor recognizing businesses specifically for leading with integrity.
- Sarah Waldman — CEO, Girl Scouts Spirit of Nebraska
- Chris Sund — President & COO, Uniti Med
- Angela Roeber, APR — Chief Communications Officer, Project Harmony
WHAT IT COVERED
The Conversation
- What ethical leadership looks like in practice, not in a values statement on the wall
- How organizations earn trust inside their teams before they earn it in the community
- The decisions that cost money in the moment and pay back over years
- Why doing the right thing gets harder, not easier, as a company grows quickly
- What the Torch Awards process reveals about how a business actually operates
ABOUT THE HOSTS
BBB & Nebraska PRSA
The Better Business Bureau administers the Torch Awards for Ethics, recognizing organizations that demonstrate integrity in how they treat customers, employees and their communities. Nebraska PRSA is the state chapter of the Public Relations Society of America, providing education and professional development for communications leaders across Nebraska. The two co-hosted this session for their members.
FEATURE CHRIS ON YOUR PANEL
Bring Chris to Your Virtual Audience
Chris delivers the same energy and depth virtually that he brings to a live stage, as a solo session or as part of a panel. Work with him to customize something for your organization or membership audience.
