The Importance of PR

Breanna Grimm

bg199915@ohio.edu

Via https://www.kullabs.com/uploads/Public-Relation1.jpg

There is more that goes into public relations than just persuasion or promotion techniques. In fact, many believe that is all PR is revolved around. There are many overall factors that go into PR and their responsibility such as; need for public relations professionals to have a voice, communicating messages truthfully, and staying firm to what you believe in. However, these tend to be easier said than done in the world of PR.

(Don't) Kill the Messenger

With PR professionals needing to have a strong voice that stands for what they believe in, all while keeping in mind the Code of Ethics, there are factors that tend to get in the way. There seems to be a thin line between having an iron fist and saving face, so how do we distinguish the two? Though factors such as fear of job loss or rising above competition is always in mind for a PR professional, the answer to overcoming that fear is to abide by the rules of ethics, no matter the circumstances. All journalists have a need for credibility, for without it, there would be no need for their role within communication. Once people don't trust you, and your own personal Code of Ethics is questioned, you have lost your reason for beginning journalism in the first place.

Ethical Standards for Management 

If an organization is based on ethical values of behavior and reputation, as it should be, there are steps to a company's cultural and ethical standards that are held of the highest importance. People will always remember the detrimental effects that dishonesty plays within an organization or company. According to Virgil Scuder, author of World Class Communication: How Great CEOs Win with the Public, Shareholders, Employees, and the Media, there are four steps that PR professionals can take to create a more ethical environment. First, is revealing the hazards of having lax ethical standards or enforcement. Second, encouraging management to set up a "whistleblower line" so that employees can report serious violations anonymously. Third, indicating any possible vulnerability by bringing in an outside firm to look over standards and practices. Lastly, promoting a clear set of standards and practices in which organizations can post on their websites.

IR and PR - Their Need for Being Grouped Together 

As we have discussed, we know that PR stands for Public Relations, but what is the meaning of IR? IR is Investor Relations and summarized, it means, a CFO of a company reporting information further down the line to investors and shareholders. IR and PR are crucial when together because they provide a line of communication necessary to provide consistent content. It is beneficial within companies to provide faster truth, speed, and delivery necessary in corporate and public relations communication.

R-E-S-P-E-C-T - Find Out What It Means in Ethics

Respect goes hand in hand with ethical standards. A company can be ripped apart completely based off of damages from not following ethical standards and values. Always show respect and be respectful for that is what every company looks for in PR professionals as well as all employees.