Right before I started with this program in September, my sister showed me one of her old textbooks from her time at Guelph University. This apparently-popular book was called 'Toxic Sludge is Good For You!' and it presented itself as a comprehensive 'expose' of the PR industry. It was probably the worst thing to read before starting the program – in it, gigantic PR firms are accused of all kinds of nefarious tactics ranging from suppressing research to 'astroturfing' support for their business.
This issue came up again during classes. We watched a video in which an irate TV newscaster likened PR to 'getting people to believe a cow is a horse' or other outlandish things. While there is arguments for both sides – it's clear that PR professionals have both done unethical tactics, while others act ethically for nonprofits and corporations alike – the major issue these attacks bring up is that the public relations industry and its workers need to maintain their own positive, strong reputations.
One major asset that PR professionals have to maintain their reputation is boards and codes of ethics, such as the International Association of Business Communicators (IABC) or the Canadian Public Relations Society (CPRS). The existence of these boards can increase the reputation or respectability of the profession. Their codes of ethics could create a standard which acts to decrease the unethical image sometimes associated with PR.
In public relations trust is extremely important – successful PR depends on it being not only trusted, but more trusted than regular advertising. Therefore it's important for PR professionals to project a positive image, rather than letting the narratives put forward by certain books and media take control. Licensing boards and codes of ethics can help put forward a more ethical image, but this is no substitute for simply acting ethically and avoiding the shady tactics PR is so often accused of.
This issue came up again during classes. We watched a video in which an irate TV newscaster likened PR to 'getting people to believe a cow is a horse' or other outlandish things. While there is arguments for both sides – it's clear that PR professionals have both done unethical tactics, while others act ethically for nonprofits and corporations alike – the major issue these attacks bring up is that the public relations industry and its workers need to maintain their own positive, strong reputations.
One major asset that PR professionals have to maintain their reputation is boards and codes of ethics, such as the International Association of Business Communicators (IABC) or the Canadian Public Relations Society (CPRS). The existence of these boards can increase the reputation or respectability of the profession. Their codes of ethics could create a standard which acts to decrease the unethical image sometimes associated with PR.
In public relations trust is extremely important – successful PR depends on it being not only trusted, but more trusted than regular advertising. Therefore it's important for PR professionals to project a positive image, rather than letting the narratives put forward by certain books and media take control. Licensing boards and codes of ethics can help put forward a more ethical image, but this is no substitute for simply acting ethically and avoiding the shady tactics PR is so often accused of.
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