Kerry Tuttle
kt202110@ohio.edu
I have strong morals. I am able to respectfully disagree
with someone, whether they are my peer or my boss. I am not a “spinster” of the
truth. I am also a public relations major and an aspiring PR pro. Taking
classes in the E.W. Scripps School of Journalism at Ohio University with my
classmates who identify as journalists, rather than PR experts, is a wonderful
experience except for when they refer to me as being on the “dark side” of journalism.
A new
Baylor study found that PR professionals are not “Yes Men” when pressured
to be unethical. We are just as concerned with fairly serving
the public interest as we are in pleasing our organizations or clients. Although
I believe in my ability to stand by my beliefs and ethical values, it gave me
much comfort when the study found that most senior public relations
professionals view themselves as an “independent voice” in the organization and are not swayed by its politics or perspective on things. How can we continue to
fight the misconception that PR professionals are unethical marketers?
Only YOU Can Prevent
Wildfires
Just like Smokey the Bear says, it is better to ensure fire prevention
in terms of damage control during a crisis rather than fire-fighting. PR
professionals need to be viewed as an intricate part of the company’s strategic
planning team which includes legal and crisis control planning as well. This
starts with easier access to top management and teaching them that PR
professionals can do more than just react. They can help plan, organize and
control different aspects of a company.
Culture is Key
All employees of a company need to know their roles, whether
he/she is the CEO or an intern. Establishing a culture that places high importance
on expected ethical behavior is key. This should include opening up the communication
lines between employees and having receptive top-line managers who would not be
opposed to bringing a third party in to evaluate how ethical the company’s
culture is. Holding others accountable in terms of setting realistic goals,
understanding how you rank against the competition and not overlooking breaches
of policy are some good first steps to an ethical company culture that PR
professionals and fellow employees can thrive in.
So So So Scandalous
Fighting the misconception about PR professionals starts in
the HR department with hiring practices. If someone has the most impressive
resume in the room, but shows signs or has a history of questionable ethical
values, he/she should not be offered a job. Hiring honorable people with good
values is the one solution to avoiding scandals. Once the team is hired, making
sure that ethical behavior and honorable values continue regardless of the
state of the economy, upcoming deadlines and changes in the industry will make
a PR pros job much easier because they won’t have to “spin” a scandal. They’ll
simply have to strategize to get the word out about your honorable company.
No comments:
Post a Comment