The Growth of Public Relations

Michaela T 

The root of a story: bankkita.com/explore/sprout-clipart-roots

The public relations business is an interesting field, as it places one between two interests: that of the public and that of the company/organization they are working for. While it’s a journalistic ideal to provide people with clear, complete information, companies or businesses may not want information about them to be cast in an unflattering light. For those in the PR profession, this unique balance is governed by its own code of ethics, seen on the PRSA website. Among its core values are Advocacy, Honesty, and Independence, with an intent to:

“To aid informed decision-making.

Avoid deceptive practices. 

Act promptly to correct erroneous communications.  • 

And Investigate the truthfulness and accuracy of information released on behalf of those represented.” 

With their high standards of responsibility, and respect to their relationship to the public, the PR field can not only be an asset to a company but also a voice for the people. As they are so involved in both company initiatives and public communication, it gives them a unique vantage point to act as a conduit for both parties interests. As the PRSA mentions in one of their annual meetings, it can be very beneficial for a company to have their PR team at meetings and discussions, and talk directly with CEOs about possible ethical situations as they arise.

And usually, the public relations field is quite successful in that.

However, there is also a bit of uncertainty brought on by some covert operations and grey-area practices. As Stuart Elliot mentions in an article for the New York times, talking about corporate publishers, such as Coca-Cola Journey, the company’s new content webpage, "A notable difference distinguishes Coca-Cola Journey from most of those media [newspaper and magazines], apart from custom publications or house organs: The storytelling on the Web site will be subjective, not objective, material that is favorable to the brands, products and interests of the Coca-Cola Company.” (2012, Elliot). This objectivism is long what distinguished news organizations as watchdogs for the safety and best interests of the people, especially when covering stories of those in power. Though corporate publishers may dispel truthful information, it’s also important to have a level of accountability, which an independent news team can offer.

Also when many online posts or sites may appear to be real, but are actually paid for by organizations seeking to sway the conversation in their favor, it can be imperative to have media that is both truthful and transparent.

What could be a solution to this, all while ensuring the continued credibility of PR? I  feel it can be three-fold: For companies to consider the ethical aspects of their actions, for news organizations to ensure their transparency and independence, and for people to follow a story, check its sources, and seek out multiple viewpoints. Overall, by looking out for one another, whether it be through a business decision or online, honesty and accuracy will prevail. As Michael Smart, PR pro says, "Truth is the only public relations that endures.”