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By Gnosis Arts Media Group
http://gnosisarts.com/home/Internet_PR
There is a popular saying among PR pros: "No amount of good PR will make a bad product good." This scene from the now off the air TV series "West Wing" illustrates this point very well. It shows that public relations isn't just about gaining more publicity, winning more awards, or improving a client's reputation. Rather, good PR is also about improving a product, service or organization from the inside out.
Situations like the one above are the reason why some PR professionals are adamant about redefining PR.
To these purists, PR isn't just about "publicity and promotions". These PR specialists insist that, while PR does involve maintaining a good reputation for a business, it's more about sustaining the relationships between the business and its key constituencies (i.e., it's "publics").
In order to do that, purists say, PR professionals sometimes have to act as a sort of "voice of conscience" for an organization (albeit more tactfully than C.J. did in this clip!)
To act as the "conscience of the organization" compels us to make tough decisions. Those PR pros who are driven by ethics may, along with C.J., feel that the type of PR the antagonists here are after is in fact "beneath them," as C. J. lamented.
This kind of PR prods PR professionals to challenge their clients to move toward quality and improvement, rather than just status and prestige. One can already hear the client cries, "We're paying you to get us publicity. We're not paying you to tell us to |
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