PR Dreams for 2010

Googling 2010 predictions shows that it’s the 36th-most searched subject on the final day of the decade. I’ve read some predictions, like these, with an enthusiastic nod. Still, I think there’s some of the “daring to dream” aspect that’s missing. That’s what I crave most, the idea that as a PR professional, I can do something in a new and unique way. So, without any prediction whatsoever, here’s my wish list for PR in 2010:

1. I want to see my elected PRSA leadership affirm accreditation with one voice and promote it. The APR conversation will continue to be circular without a strong, united voice coming from the association’s elected leadership. My wish would result in more knowledgeable PR professionals coming up through the profession and agreement on best PR practices permeating down from the top. I’m tired of hearing the same old arguments about why senior PR pros who don’t possess APR think it’s a bad idea. Get over yourselves already, and together, let’s build up the profession with professional standards and expectations.


2. I’m wishing for technology that allows PR to deliver green. Instead of just talking about how green an industry is, I’d like to practice green and add in the WOW factor. I can’t wait to deliver a PR communiqué using holographic displays from smart phones and e-mails. Or how about replacing Powerpoint with this type of presentation? Steve Jobs, can you hear me?


3. Quality content. Repeat that three times please. And then do it. Don’t put something out there that isn’t relevant, fresh and timely. That means PR professionals will need to hone their strategic skills and nurture their journalistic relationships. Spend time doing this instead of putting out a news release every single day. We’ll all reap the benefit of that practice.


4. Play nice with others. Marketers, advertisers and PR professionals need to be on the same team. Playing to each strength usually gets targeted results. When one of the three legs decides not to do this, the result skews and doesn’t deliver full strength.

I’m sure you have dreams for the PR profession, too. Please share those, so we can all toast them together, and here’s hoping your PR dreams come true in 2010.

Putting Ethics into PR Practice

After listening to Doug Newsom, grande dame of public relations, speak about the ethical situations in which a public relations professional can become mired, I was surprised to hear her tell of how she resigned a position because she was asked to do something unethical. And in her words, she had four children to support at the time. The show-and-tell of that kind of moxie is really needed so that those of us in the public relations profession understand that, where the stakes are high, resigning just might be the appropriate action.

Newsom delivered several powerful lessons from her 40 years' experience at the Nov. 13 Greater Fort Worth/Dallas PRSA meeting. Chief among them:

1. Stand your ground. When dealing with senior execs, more than likely you're dealing with strong opinions and strong personalities. You have expertise in your field - expertise that the CEO counts on hearing.

2. Understand the culture of the corporation. As Newsom pointed out, when it comes to communication, companies range from closed to open. Know where the company/client falls on that continuum, and decide if your personal values fit that culture. If not, you'll likely encounter some conflicts when sensitive issues arise.

3. Adhere to an ethics model. She specifically discussed a utilitarian model, which supports decision-making of doing the greatest good for the greatest number, or a communitarian ethics model, which stresses morality in the community and being a good "corporate citizen." She mentioned Mitch Land's book, Contemporary Media Ethics, which I highly recommend. Land and co-editor Hornaday present multiple case studies of PR ethics problems, considering them from both perspectives, so the reader can see the difference in the two models.

Newsom also discussed two likely ethics dilemmas with the audience and then stuck around to answer questions.

Her message, so needed in today's transparent world, was timeless and a good reminder to anyone in the communications business.