MODERN DAY VALUES OF PR:Ethics Of Public Relations

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Fundamentals of Public Relations MCM 401

Lesson 27

MODERN DAY VALUES OF PR

Overview

As has been reiterated on many occasions role of public relations has completely changed from indirect to

direct and very active on global basis, so it is essential that modern day values of public relations should be

identified for better understanding. It is in this perspective that the ethics of public relations have also to be

redefined and studied again.. The students will also be informed about the six public relations management

golden principles.

Modern Day Values Of PR

· Public relations represent & articulate the desire & interests of various publics to society's sometimes

unresponsive institutions. While interpreting & speaking for publics, it also speaks to them for the

institutions.

· Public relations help establish smoother relationships between institutions & society by encouraging

mutual adjustments to benefit society.

· Public relations offers for the communication system to help in keeping people informed about various

aspects of their lives.

· Public relations personnel can frequently help stimulate an institution's social conscience.

· Public relations functions in all aspects of life, since its principles reflect the basic human impulses of

seeking acceptance, cooperation and/or affection from others. PR practice just formalizes that activity.

· Public relations can help management formulate better objectives, advocate them and reach them.

There are basically Three ways to get people to do what they want

Power. 2.

Patronage

Persuasion.

Public Response To Persuasive Information.

Phase I.

Awareness

Also called presentation

Phase II.

Information Also called attending.

Phase III.

Evaluation.

Also called comprehending

Phase IV.

Trial Also called yielding

Phase V.

Adoption

Also called retaining

Phase VI.

Reinforcement Another aspect of retaining

Ethics Of Public Relations

Although the importance of ethics has been discussed earlier too yet in order to emphasize and stress upon

its paramount importance it is being reproduced here again specially in the context of obtaining positive

public response.

As is normally said:

"It pays to be honest". A business is more likely to succeed if it is trusted. Similarly in Public Relations

credibility is vital , i.e. not only it is believable but it should also be true. You must have also heard an old

saying; "Honesty is the best policy." Lee Jaffe,1st female PR Gold Anvil winner said "Never, never, do

anything or say anything that you are unwilling to see in print."

Why Honesty Is Important

·Dishonesty leads to lack of trust and cynicism.

·Lying is an exercise in coercion, forcing someone to act differently from the way he or she would have

behaved if given the truth.

·Lying is resented by those deceived, even if the deceived ones are liars themselves.

·Dishonesty is likely to be discovered & no climate for credibility can be reestablished.

·Decisions about when to lie are often made without calculating either alternatives or consequences.

·A lie often demands another lie to cover it up, and then others to maintain them.

Remember

Ethics are founded on moral principles.

Fundamentals of Public Relations MCM 401

Judgments about an organization's standing are based on 3 areas:

Ethics

Social Responsibility

Financial Responsibility

Ethics Of Public Relations

·Decisions about what is right or wrong some hold to be absolute: to others situation is the factor.

·The fact that the PR works to change people's views causes the individual practitioner ethics to be closely

connected to the organizational responsibility.

·Political PR people often find themselves caught in the middle of conflicts resulting from use of news

media by public officials & vice versa.

·Ultimately the ethical, responsible practice of public relations is a personal choice.

PR Professional's Conduct Towards Practice Of PR.

·He should have a positive duty to observe the highest standards in the practice of public relations & to

deal fairly & honestly with employers & clients.

·He should be aware of understand & observe the above in letter & spirit.

·Conduct his or her professional activities with regard to the public interest.

·He has a positive duty at all times to respect the truth and not disseminate false or misleading information

knowingly.

·He should honor confidences received or given in the course of professional activity.

·He should not misuse information regarding his or her employer's or client's business for personal gain.

·He shall make every effort not to publish or otherwise disseminate false information.

·He will not conduct in a manner which is likely to be detrimental to the interest of the reputation of a

public relation professional.

·He will never use inside information for personal gain.

·He will maintain complete secrecy if working for many clients during the course of their professional

duties.

To Sum Up --- 6 PR Management Golden Principles.

1. Tell the truth. Let public know what is happening and provide an accurate picture of company's

character & practices.

2. Prove it with action. Public perception is determined 90% by doing & 10 % by talking.

3. Listen to the customer. Determine their needs and wants.

4. Manage for tomorrow. Anticipate public reaction & eliminate practices that create difficulties. Create

Goodwill.

5. Conduct public relations as if the whole company depended on it. It does. Corporate relation is a

management function. The PR practitioner is a policy maker not just the publicist.

Remain calm, patient and good humored. Lay the groundwork for public relations miracles with consistent,

calm & reasoned attention to information and contacts, because when & if crisis come you will be prepared

& know exactly what to do to defuse it

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