Ethics

Ethics

Improvements

Improvements

Image

Image

Index

Home

 

Most public relations practitioners find it hard to convince outsiders that the field is not synonymous with deception and manipulation. The majority of practitioners give up on their efforts to change the image of the profession because they believe it is impossible to change public opinion, especially since the media often reinforces the negative stereotypes.

Although public relations as a business is receiving increasingly frequent mention in the press, most of the stories either confuse the practice with advertising or take cheap shots at the public relations industry. The relationship between public relations and the media has become increasingly worse over the last few years.

A recent study was conducted to summarize the negative connotations in the use of the term "Public Relations" in the print media. The results found that less than 5 percent of the citings were judged to use the term correctly. Also, 37 percent were negative, and only 17 percent were positive. Most of the references to the term public relations were found in non-quoted material, meaning the reporter was actually using the term, rather than the source.

This survey showed that journalists consistently perceived the public relations profession negatively.

A Business Week reporter recently noted, "The fact is for journalists, truthfulness remains the objective, even if it's not always attained. In public relations, truthfulness is rarely even on the radar screen as a value, except perhaps as a convenient option or legal consideration. Hence the deep distrust between these professions that are (unfortunately) joined at the hip."

Many people, including CEO's and the media, tend to misrepresent the public relations industry because of a lack of understanding what it actually is. Oftentimes, PR is considered to be advertising or simply publicity. What they do not understand is that while advertising can create enormous "talk value" for a company, it's public relations that builds a reputation and influences people's decisions.

The reason for this confusion might stem from the fact that most PR practitioners do not have a unified way of explaining their work.

"The babel of terms applied to what is generally referred to as 'public relations' is a threat to the advancement of the field and to the stature of the people in it - whatever title they may use...the diversity of titles and terminology splinter the image of the field...Practitioners in this field are looked upon as masters in the effective use of language. As a minimum, they should be able to use the terms in their own profession accurately."

Given the confusion within the practice, it is understandable how those viewing it from the outside may misuse the term. The confusion can be especially problematic when it applies to journalists.

 

 

 


The majority of practitioners give up on their efforts to change the image of the profession because they believe it is impossible to change public opinion.

 

 

 

 

 

 


The relationship between public relations and the media has become increasingly worse over the last few years.

 

 

 

 

 


Most PR practitioners do not have a unified way of explaining their work.

 

 

 

 

 

 

 

 

 

 

 

 

   
   

Site created by
Ashley Oswald
ashly2716@msn.com

See my sources!

  EthicsImprovementsimageHome