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Public relations scholars have often ascribed the organizational conscience role to public relations practitioners. At the same time, public relations scholars have also been ascribed the role of cocreators of culture. And yet, while both conscience and culture are informed by values, none have examined how practitioners are involved in organizational value setting. This paper examines the organizational conscience role by focusing on public relations practitioners' involvement in organizational value setting. To address this aim, this paper examines the current literature on public relations as conscience roles, public relations as cocreators of culture, and the value-setting process. The paper then presents and discusses the results of interviews undertaken with Australian public relations and communication practitioners on their involvement in the organizational value-setting process. ..PAT.-Unpublished Manuscript [ABSTRACT FROM AUTHOR]