Telling the truth, listening to customers and remaining calm in crisis situations were just a few pieces of advice from John Koten’s speech.

Koten, a retired senior vice president of corporate communication for Ameritech, spoke to students Monday night. His topic was “Building Trust: Pathway to Power,” and his goal was to inform students about practicing ethics in the public relations field.

The role of public relations has been changing over the past 50 years. There are more opportunities in the field, so it is becoming a more respected discipline, Koten said. To reach the top, he said one must build recognition, be knowledgeable about their subjects and be ethical.

“Companies that are truthful about their products are more likely to succeed than those who are not,” Koten said. Koten also stressed that delivering messages to the public with integrity is important for society.

“I agree with his perspective and his focus on ethics,” said Walter Atkinson assistant professor of communication. “It is consistent with what we teach in the classroom.”

Atkinson said Koten delivered an important message for students interested in pursuing a career in public relations.

Raynaldo Hernandez, a junior corporate communication major, said his coursework gives attention to the problems of ethics in the corporate world.

“Ethics is a problem but we can reach common ground for a solution,” Hernandez said.