PR Straight Talk

VALUES IN PR

This is a page you may not ordinarily see on a public relations site.  Many p.r. people are “invisible” when it comes to publicly taking a stand about their own values and what they believe in – or don’t believe in.  They hold a position of seeming neutrality in this area.

For some, this may be to maximize the field of potential clients they can attract, and consequently, to maximize the potential for doing business. The potential negative consequence of this decision is that it has created the perception of some p.r. professionals as “flacks” and “ambulence chasers.”  

For others, withholding a statement of values and beliefs is necessary in order to spotlight their clients’ values. They rightly hold that the mission of public relations professionals is to create compelling communications programs on behalf of their clients’ positions – not their own.  They believe that the most effective p.r. representation, therefore, is to represent virtually any kind of client, while remaining personally detached from that client’s point-of-view (even while exhuberantly presenting that view to editors and producers).   Some of the professionals in this latter grouping may even believe that by adhering to this position, they support the constitutional right of freedom of speech (on behalf of their clients).

While I believe there is merit to this latter position, if it is sincerely held, I come down in a slightly different place.  I believe that, for me, the times we live in make it necessary to enunciate a basic personal and professional declaration of “What I believe and what I value.”   For while I see myself as an advocate for my client’s core values and fundamental self-interests, as a citizen of my country and the world – like yourself - I also see myself as an advocate of core values that guide the decisions I make about who I  represent.

The first experience I can remember as a public relations professional that layed track for this position was just prior to the Three Mile Island nuclear power plant accident in Pennsylania.  I was a young rookie, working for a major public relations agency (my first p.r. job).  I was asked to be part of a strategic brainstorming meeting with a new client, a major corporation involved in energy and electronics.  The client informed us that its nuclear power plants were one hundred percent safe from any mishaps, and asked us to craft a communications program that boldly enunciated that position.

When I raised my hand and asked the question, “Can you back up that position with sound scientific proof and evidence?” - I noticed that some of the more senior staffers in that meeting seemed to cringe, annoyed I had asked this question. I also suggested that a “crisis media plan” be developed in advance in case the client was confronted with some sudden catastrophe which required damage control.  I explained to the client that it was necessary to take a “devil’s advocate” stance, in order to build a stronger campaign which anticipated the tough questions that would inevitably be posed by adversaries of nuclear power plants, or in case of human error “in spite of  the client’s insistence that nothing could go wrong.”

The client “laughed me down,” saying that the proof was so “self-evident,” it wasn’t necessary to further research the issue or to prepare for a problem.

Two months later, the Three Mile Island Nuclear Power Plant accident occurred. That plant was owned by this particular client.  When the media tried to approach the client for a statement, it took days before the client was ready to make an intelligent statement to the press, let alone answer tough questions.

It was at this moment that I realized four very important things:

(1)    It is the public relations professional’s responsibility to help the client anticipate problems in advance – and counsel the client on how to deal with      problems when they occur.

(2)    Clients can make mistakes, and should admit mistakes when they occur.

(3)  A good public relations professional must have the courage to follow his or her gut instincts and intuition, as long as they are honest and sincere – even in the face of raising questions the client may find unappealing.

(4)    Public relations agencies and professionals should think twice before representing clients they consciously know have services, products or ideas that may undermine the quality-of-life or higher public good, irrespective of the fees that client may be willing to pay the agency or professional.

In subsequent years, I developed a list of such “value statements” that ultimately turned into a kind of credo.  Here’s the rest:

*    Be open to representing clients which have services and products that minimally pose no hazards to public safety.  Just as a potential client will investigate whether  you as a public relations professional are right for them, you have every right to investigate whether they are right for you.

*    The world is in a critical stage in its development.  It needs advocates who embrace the values of both the American Declaration of Independence, and the Universal Declaration of Human Rights…advocates who are  willing to take a stand for the enrichment of life – and public relations advocates who represent   clients that enhance the quality of life with a view of life’s sacredness…clients that enrich the environment, human health and well-being, human rights (and animal rights)…clients that promote the advancement of human economic, creative and social potential, especially children’s potential…clients that advance human understanding, tolerance and respect      for the richness of, and differences  in, cultures, religions, genders, races, ethnicities and ideas…clients who if they       advance technology, also advance the progress of the human heart.

*    Take a stand for the Earth and the “wholeness” and intelligence of Nature.  Take a stand for the advancement of world culture while equally respecting the  uniqueness and sacredness of every individual human being, and the healthy, enriching uniqueness of  regional and national cultures.

*    Be suspicious of any group, organization or individual who believe they, he or she have “all the answers” or who wish to impose or project these  “answers” onto others.  Veer instead towards those who present creative solutions to specific problems; and judge these solutions on the basis as to whether they expand human human happiness and fulfillment

*    Consider groups, organizations or individuals who have creative or innovative ideas, services or products that enrich human life; or that have winning ideas, services or products that can help empower the poor or heal the sick.

*    Represent businesses that conduct themselves ethically, that deliver products or services that help, and don’t harm; that are businesses that invest in their people and contribute to the health and well-being of the communities in which they do business, both domestically and internationally; and that are sensitive to  the promotion of the human and civil rights of women and minorities, especially among their own employees and the customers they serve.