“Do the right thing.” It sounds simple enough, but amazingly, so many people can’t seem to manage to do so, especially in public relations. Recently, my class read and wrote about the first chunk of “Do the Right Thing” by James Hoggan. Early in the book, Hoggan shares his three golden rules of public relations: “1. Do the Right Thing, 2. Be Seen to be Doing the Right Thing and 3. Don’t Get #1 and #2 Mixed Up,” (pp. 9-14).
Public relations professionals have become some of the most hated people in our country, it seems. Unfortunately, with one of our founding PR fathers, Edward Bernays, being a master of the art of “spin,” how could we even blame the people for hating us? We, contemporary PR professionals, were taught to never “spin” a story or even a bit of information. Instead, we are encouraged to tell the truth. Always. Never lie. Granted, we aren’t advised to develop “diarrhea of the mouth” and spill every bit of information about our clients.
We all know about the very, very bad outcome that lying to the public has. Bad guys in PR learned a hard lesson about the damage lying to publics could cause their corporations. The Enron accounting scandal is a classic example of the heavy consequences of lying.Honesty has become a vital component of our field. With the public becoming increasingly perturbed by corporate and political attempts at tricking them, there is very little room available for lying (or even subtle attempts at covering up the truth). Fact checking has become much easier, as well; if people want to verify the accuracy of a claim, Wikipedia and Google become starting points that allow investigation of virtually anything.
Hoggan repeatedly emphasizes the value of maintaining a relationship with people built on honesty. Social networking makes two-way communication a consumer expectation. The public wants to feel heard and wants to maintain sincere relationships with companies in particular.
People also tend to be more forgiving of a company that is up front with them as opposed to a company that attempts to hide the truth. Although being honest sometimes causes short-term fiscal losses, those short-term fiscal losses are nowhere near as damaging as the losses incurred by a decline in public respect for your corporation.
An amazing example that Hoggan uses is with the organic food store Capers. After discovering one of its employees had Hepatitis A, Capers responded by closing its deli counters. Although the store suffered a short-term loss, the appearance of being genuinely concerned for the safety of its customers was invaluably beneficial in the long run.
I definitely agree!
ReplyDeleteLying is really just a downward spiral in any situation. There is no good outcome that can come from any of it. I think that Hoggan makes several excellent points in his book. And you make great a point as well. PR professionals as a whole have become so hated because of the actions of a few. Those so-called professionals who manipulate and "spin" have definitely put a bad taste in the mouths of other professionals for the rest of us.
As PR professionals on the new horizon it is up to us more so than ever to emerge from that dark shadow, remove the bad taste, and replace it with some far better and more delicious.
Miss Nickerson,
ReplyDeleteWhat a great post! You really covered the key issues that many public relations specialists seem to forget. Doing the right thing at all times is crucial and above all, sometimes hard to do. Honesty can be considered one of the hardest things to do even though it seems so simple. Your statement regarding lying to the public is very true. Your clients and publics must trust you in order for you to have the impact that you truly want. Lying to clients can not only damage your relationship with them, it can also damage your reputation as a whole. I have to agree with you that people are willing to "forgive and forget" when someone comes clean upfront. Long story short, it's better to be right then wrong in any situation.
-Javon Anthony Lloyd
Ms. Nickerson,
ReplyDeleteYes, many people think that public relations is just a big sham. Sadly they are under the impression that everyone lies and is deceitful all for money. Although there are some that may operate that way, this is not a reflection of everyone.
“Do the Right Thing," by James Hoggan really gives good reasons and examples for public relations practitioners to take their ethics seriously. Doing the right thing will benefit a person way more than doing the wrong ever will. Establishing a relationship with your public from the start is something many should do. In public relations we have to remember out main goal is to serve the people and to serve them well. Lies and deceit are just hurtful tools that will back fire on anyone in the end.
Alaura
I disagree with you about the reception of PR professionals. I don't think that they have become "the most hated people in our country," I'd say just misunderstood.
ReplyDeleteYou mentioned Eddy Bernays being a master at the art of "spin", and that is supposed to justify the publics' rationale for "hating us". I feel with that logic men should still blame women for getting us all kicked out of Eden. The point I'm trying to make is that's a long time to hold a grudge when simply that was all the guy(Bernays) knew back then.
Like technology, sports and medicine, everything evolves. In the 18th century when someone was sick the remedy was to either drain their blood or put leeches on their skin. It seemed like a good idea, but we know now that wasn't the cure. I don't think people hate PR practitioners, I just think they are misinformed as to what PR is. What we have to do today is change the public's perception of what PR is and one thing to ensure that is to follow Hoggan's golden rules.