Public relations (PR) is about managing reputation. A career in PR involves gaining understanding and support for your clients, as well as trying to influence opinion and behavior. PR uses all forms of media and communication to build, maintain and manage the reputation of your clients.
How do public relations benefit news outlets?
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| Via Robstown Independent School District |
Importance of PR in the News Media
It’s no secret that it is not enough to put something on the internet and instantly have a million viewers – It takes advertisement, communication, and most importantly a loyal audience. This is why PR is important to journalists and news organizations. Public Relations is the bridge between news outlets and the public. Their job is to reach out to the public and collect feedback to find ways to better market their intended brand and build up its popularity.
Most people think of public relations assistants as gatekeepers or the people who send out newsletters that you wish you didn’t receive at times – in reality, they do much more than this. They are the foundation to keeping sales and the companies image afloat.
It’s no secret that it is not enough to put something on the internet and instantly have a million viewers – It takes advertisement, communication, and most importantly a loyal audience. This is why PR is important to journalists and news organizations. Public Relations is the bridge between news outlets and the public. Their job is to reach out to the public and collect feedback to find ways to better market their intended brand and build up its popularity.
Most people think of public relations assistants as gatekeepers or the people who send out newsletters that you wish you didn’t receive at times – in reality, they do much more than this. They are the foundation to keeping sales and the companies image afloat.
Truth in Public Relations
Public Relations Assistants, just like journalists, constantly face ethical dilemmas. As journalists we have an obligation to be truthful and unbiased with the information we present to the public, PR has this same obligation. As a PR assistant, it is their duty to apply their ethical codes when representing a brand. Some of these codes from PRSA include:
Public Relations Assistants, just like journalists, constantly face ethical dilemmas. As journalists we have an obligation to be truthful and unbiased with the information we present to the public, PR has this same obligation. As a PR assistant, it is their duty to apply their ethical codes when representing a brand. Some of these codes from PRSA include:
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Advocacy: To serve the public interest by acting as responsible advocates for those we represent. We provide a voice in the marketplace of ideas, facts, and viewpoints to aid informed public debate.
Honesty: To adhere to the highest standards of accuracy and truth in advancing the interests of those we represent and in communicating with the public.
Loyalty: To be faithful to those represented, while honoring our obligation to serve the public interest.
Independence: To provide an objective counsel to those we represent.
Ethics are ultimately used to govern a person of organizations behavior.
Advocacy: To serve the public interest by acting as responsible advocates for those we represent. We provide a voice in the marketplace of ideas, facts, and viewpoints to aid informed public debate.
Honesty: To adhere to the highest standards of accuracy and truth in advancing the interests of those we represent and in communicating with the public.
Loyalty: To be faithful to those represented, while honoring our obligation to serve the public interest.
Independence: To provide an objective counsel to those we represent.
Ethics are ultimately used to govern a person of organizations behavior.
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| via toprankblog.com |
Why are these codes important?
Accountability. Ethical codes are used to communicate to the public that the people or organization they are getting their information from are credible and honest. Without a code of ethics, journalists and people working in public relations could manipulate the truth or represent a brand as credible when it’s not and then not be held accountable for their actions. In most industries, a lot of firms/organizations list a lot of these codes in their mission statements and when they are not followed then they can be held accountable.
Accountability. Ethical codes are used to communicate to the public that the people or organization they are getting their information from are credible and honest. Without a code of ethics, journalists and people working in public relations could manipulate the truth or represent a brand as credible when it’s not and then not be held accountable for their actions. In most industries, a lot of firms/organizations list a lot of these codes in their mission statements and when they are not followed then they can be held accountable.
Corporate Journalism – What is it?
While most organizations stick to editorial content produced by a newsroom and advertised by public relations, there are some that use corporate journalism. In the communication field, there has been a noticeable increase in strategic communication professionals and a gradual decrease in journalists due to corporate journalism.
So what exactly is it? It’s a group of corporate managers and advertisers create in-house stories to present a story but disguise the advertising in it. While this type of journalism will remain small, it still goes against journalist’s ethical codes and is a conflict of interest. This is why it is important for public relations and the media to work alongside each other to create newsworthy content in an ethical way.
So what exactly is it? It’s a group of corporate managers and advertisers create in-house stories to present a story but disguise the advertising in it. While this type of journalism will remain small, it still goes against journalist’s ethical codes and is a conflict of interest. This is why it is important for public relations and the media to work alongside each other to create newsworthy content in an ethical way.
via Meghan Rimol
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