Mickie Kennedy, founder of eReleases, has provided a back-to-basics guide to ethics and manners in the PR industry. The advice is simple: remember the lessons you were taught as a child. From being honest to being a good friend, the article is a call for professional behaviour in Public Relations, and a reminder that while the industry is constantly evolving, some good old-fashioned rules of engagement always have their place. For example:
Be Honest
This is a lesson that sometimes comes back to bite PR pros when they’re not paying attention. Remembering not to lie or even stretch the truth, even a little, can help maintain your reputation and career in the industry.
Consider what happened to the team over at BP during the Gulf Oil Spill crisis. Not only did practically everything they attempted fail, the entire company has become a laughingstock. Do you think attempting to mislead the public as to what was really going on gave them a better shot at their next job interview?
Use Your Imagination
Don’t always just stick to what you’re used to. If it’s not working, get creative! When you were in Kindergarten, didn’t the teacher always tell you to figure out a problem to try and approach it from a different angle?
If your current campaign is slouching, then figure out what does work instead of attacking the same way repeatedly. Hold a powwow with your team and try and come up with the most ridiculous ideas you can. You never know which one might end up working!
If public relations is all about the public (and, well, it is), part of our job is to revisit the basics once in a while. It will benefit you and your clients.
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