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.
Hi Cameron,
ReplyDeleteThat is an interesting topic about doing the right thing in public relations. The book titled "Do the Right Thing" by Hoggan is such a wonderful book, in my opinion, that every PR student should read.
One of my favorite parts of Hoggan's book is the part that discusses the three guiding rules. Doing the right thing is so important, and it demonstrates loyalty and credibility for the public to see.
For many years, I just thought of Goodwill as a place we donated clothes to twice a year. Now, as student of public relations, I have to foster good will, and that is a tall order. According to a google definition, good will is an intangible asset valued according to the advantage or reputation a business has acquired (over and above its tangible assets). This definition is supposed to relate to accounting, but I see it at work in public relations as well.
ReplyDeleteYou are right about social media. It has changed just about everything. Every one has an opinion, and everyone wants everyone else to know their opinion. Two-way communication is more important than ever in an era like this. Brokering good will probably requires managing your reputation within social media sites, and managing the conversation about your company.
But I think you hit the nail on the head. It's not just about doing the right thing. It is about doing it consistently. Great blog.