If you look up Wikipedia’s definition of public relations it says “the practice of managing the spread of information between an individual or an organization and the public.” However, public relations professionals often have a negative image in the public’s perspective as liars who will do anything to make sure their client’s mistakes are covered up.
As I continue on in this profession, I really hope I’m able to change the way the public sees us PR professionals. Yes, we are supposed to put our client in the greatest light possible, but not by lying and cheating, but instead by admitting our faults when we’ve committed one and going about fixing the problem with an ethical solution.
A recent article published by prdaily.com list eight ways PR pros can make their client look good. They’re listed as follows:
1. Don’t be selfish
2. Solve problems
3. Don’t be a “yes-person”
4. Represent the client well within the organization
5. Be a source of intelligence
6. Make your client an expert
7. Introduce new thinking
8. Offer objective counsel
The one that stuck out to me the most and one I’ve never quite heard said in the classroom was number three: don’t be a “yes-person.” A yes-person is someone who basically just does whatever their clients ask of them. They take whatever order they’re given and do it without question.
Being a yes-person while working in the PR field is a sure fire way to land your client in hot water. You’re there to help them to create an outstanding and positive image. If they come to you and tell you they want to start “flogging” in order to boost their brand’s image or worse to just straight up lie to the public about their product, service, actions, or what have you, and you simply do as they say, you’re not ‘managing the spread of information between an individual or an organization and the public.’ This so called information is false and fabricated and when the truth is revealed (and the truth is always revealed) you’ve done nothing but further destroy their public image.
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