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• W326675302 abstract "There's a new challenge facing all of us. We've come a long way over these recent decades. Many of you have lived through the time when public relations was denigrated as press agentry, or worse. We have made substantial progress in gaining respect, and I'm optimistic that we're going to continue to move forward. I submit that we've achieved a measure of real power. We all know that power corrupts. There are signs that that's what's happening in the public relations field. It's incumbent on all of us to reclaim the integrity, honesty and morality that has characterized our work and has enabled us to reach a level of acceptance in society. This is a time of testing for public relations. Our services have never before been called upon so regularly and with such pressure for immediate service. Today, we've got to counsel our clients or our bosses with regard to how the company should react to various problems and opportunities. We've got to make certain that we consult on every facet of activity that affects a company's various publics. Bottom-line pressures impact firms I warned years ago that there were great risks in having so many public relations firms acquired by large advertising agencies. But I had no idea that the pressure for profits to meet debt payments of an advertising parent would have such a negative effect on policies of leading public relations firms. Articles in major media and on leading network programs have cited the great damage caused by this obsession for growth. It's worthwhile to note that the 1991 PRSA National Conference in Phoenix, AZ, had as its theme the subject Confronting Ethical Choices. There couldn't have been a more timely subject. I'd like to cite the various categories of problems that have developed in the public relations field related to ethical considerations. A major ethical concern involves the handling of dubious and controversial clients, and defending clients who are indefensible. Public relations professionals need not be hired guns or propagandists. We must reclaim our position as public relations consultants and communicators. You can't do a good public relations job for a bad product. We must remember the definition of public relations is to do good and then tell what you're doing. Beware of situations where the cost of public relations services is not an issue and there's an urgency to clean up a public relations disaster. I don't mean a product recall or a fire or an oil spill. Certainly, public relations counsel is essential in these kinds of crises. I'm referring to taking on a client that's already clearly beyond a reasonable point of rehabilitation. The use of front organizations must also be eliminated. This practice was routine in the public relations field in the '50s and into the '60s but was discredited. Unfortunately, it has come back with a vengeance. It's simply the use of names for groups to suggest that they're independent and public-spirited and have the support of a large number of people when, in fact, they are designed to advance corporate interests. …" @default.
• W326675302 created "2016-06-24" @default.
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• W326675302 date "1992-11-01" @default.
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• W326675302 title "Ethical Behavior Is Key to Field's Future" @default.
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