Public relations is something that everyone has.

Public relations fosters the improvement of public relationships through specific activities and policies.

Public relations is the cornerstone of a democratic society.

Every person and organization has a reputation◦Good, bad or neutral ◦People form opinions without even

thinking about how or why

Public relations techniques can be applied to any social, cultural or political situation. ◦Publics can be big or small ◦The principles are the same◦The scale changes the appropriate

tactics

The “hacks” Propaganda Truth not essential One-way Sports, theatre, product promotion

The “pros” Information dissemination Truth is important Reputation Management

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Public Relations as a profession◦Applies generally accepted techniques,

strategies, structures and tactics◦Similar to “law,” “medicine,” etc.

What it yields are desirable public relationships and positive reputations

Standardized educational preparation ◦ Unique knowledge and skills ◦ Based on a body of theory developed through research

Recognition by the community of a unique and essential service

Autonomy in practice and acceptance of personal responsibility by practitioners

Codes of ethics and standards of performance enforced by a self-governing association of colleagues

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Self-policing protects the profession◦ Defines PR practitioners as a group ◦ Protects the professional franchise

Serves our clients ◦ Maintains public trust ◦ Provides basis and support for professional

privilege.

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Professional ethics ◦ Doing the right thing

Imperative of trust ◦ Placing your client’s interests above your own

Professional privileges ◦ Access to information, strategy, financials, etc.

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Formal codes of ethics and professional conduct. ◦ Guide professional practice◦ Provide the basis for enforcement and sanctions.

Professional conduct◦ Generally accepted virtuous motives ◦ Monitored and assessed against established codes of

conduct◦ Enforced through concrete interpretation for those who

deviate from accepted standards of performance

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Gains advantages for and promotes special interests, sometimes at the cost of the public well-being.

Clutters already choked channels of communication with pseudoevents and phony phrases that confuse rather than clarify.

Corrodes our channels of communication with cynicism and credibility gaps.

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Adversarial in nature, but… Mutually dependent and mutually

beneficial.

Reporters and editors play a crucial gatekeeping role in all media. ◦ Practitioners must earn and keep the respect of

journalists in the news media.

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Some basic rules: ◦ Shoot squarely -- Honesty is the best policy. ◦ Give service by respecting media deadlines and

by being available to the media. ◦ Don’t beg or carp, especially by asking for special

treatment. (Hint: You won’t get any.) ◦ Don’t ask media to kill a story. ◦ Don’t flood the media with information with no

news value.

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