This study aims to examine practical strategies that can be employed by organizational public relations professionals to address ethical challenges in the rapidly evolving digital era. Faced with complex moral dilemmas such as privacy, information manipulation, and the use of algorithms to influence public opinion, this study identifies gaps in the literature regarding practical strategies for addressing ethical issues in the fast-growing field of information technology. Using a comprehensive qualitative approach, data were collected through in-depth interviews with eight respondents from the Faculty of Engineering at Universitas Negeri Malang (UM). The findings reveal major challenges, including conflicts of interest, reputation management, professionalism, communication ethics, limited human resources, and a lack of clear SOPs. Practical strategies identified include raising self-awareness, performing tasks correctly, maintaining honest and accurate communication, layered information verification, building relationships with community organizations, protecting data privacy and security, and developing and implementing codes of ethics on transparency and integrity. In conclusion, public relations professionals must understand public relations ethics well through training or self-learning to perform their duties effectively and ethically.