The realm of public relations is a delicate one that consists of many networks and intricacies. PR professionals have to convey messages for clients, keep the client’s publics in mind and maintain goodwill throughout the process.
A professor of mine said we must broker goodwill, and that message stuck to me. She said PR practitioners do what is right because it is what’s best for both parties. In doing so, PR professionals will establish goodwill.
James Hoggan applies the same message in the book “Do The Right Thing.”
Hoggan said there are three guiding rules when it comes to doing the right thing: 1) Do the right thing, 2) Be seen doing the right thing, and 3) Don’t get #1 and #2 mixed up.
The emergence of digital media has changed the way messages are sent out, and PR professionals have to be aware of it. They should be clear on their intentions and concise with delivering their message across all platforms.
There have been numerous public figures whose reputation has been stained due to social media. Twitter, for example, is a medium in which celebrities, politicians, athletes, etc. have taken a public hit.
Numerous people have had messages disseminated via social media that has harmed their reputation.
The successful PR professionals are the ones how are consistent across all platforms when they deliver messages. The must do what is right in the public and be seen doing so.
They shouldn’t do so because they want to be seen doing it, but they should be seen doing it because have good intentions. I think the people who are successful in public relations are the ones who can consistently apply these principles.
