This study conducted life story interviews with 40 members of the PRSA College of Fellows to examine the influence of crucibles (i.e. trials, challenges or growth opportunities) in the moral development and psychology of public relations exemplars. The outcomes were the development of an illustration of their moral and leader development journey drawing on Rest’s four-component model of ethical decision making, and a moral psychology profile of the key characteristics of public relations exemplars. The profile that emerged is that of (...) leaders who exemplify moral courage, resilience, generosity, genuine care about others and are willing to listen and learn. When they faced trials, they emerged stronger and stayed true to their values and character. (shrink)