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7.8 - Seven Principles of Public Relations

Interactive Audio Lesson

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The Importance of Truth in Public Relations

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Teacher
Teacher

Today, we'll discuss the first principle: 'Tell the truth.' Why do you think honesty is essential in public relations?

Student 1
Student 1

I think trust is built on honesty. If a company lies, people won’t believe them later.

Teacher
Teacher

Exactly! Trust is the bedrock of good relationships. This is why transparency matters.

Student 2
Student 2

Can this principle affect a company's reputation?

Teacher
Teacher

Absolutely! When a company is honest, it creates a positive reputation and can navigate crises better. Remember, truth is like glue; it holds everything together.

The Role of Actions in Public Perception

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Teacher
Teacher

Next, let's talk about the second principle: 'Prove it with action.' What do you think this means?

Student 3
Student 3

It means companies should back up their statements with real actions.

Teacher
Teacher

Exactly! A company's reputation is influenced 90% by its actions. Can anyone give an example?

Student 4
Student 4

Like when a company claims to support sustainability but doesn’t actually implement eco-friendly practices.

Teacher
Teacher

Great example! This can damage credibility. Think of action as footprints; they leave a mark that can't be erased!

Listening to the Customer

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Teacher
Teacher

Now let's discuss 'Listen to the customer.' Why is it vital for companies to listen actively?

Student 1
Student 1

Because it shows they care about what people think and want.

Teacher
Teacher

Exactly! Listening helps improve products and services. It’s like tuning in to the right frequency on a radio!

Student 2
Student 2

So, it connects them with their audience better?

Teacher
Teacher

Absolutely! Keeping feedback loops open is essential for strong customer relations.

Managing for Tomorrow

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Teacher
Teacher

'Manage for tomorrow' is our next principle. What does it mean to anticipate public reaction?

Student 3
Student 3

I think it’s about being proactive rather than reactive.

Teacher
Teacher

Right! Anticipating public response can prevent negative situations. Think of it as a weather forecast; you prepare before the storm hits!

Student 4
Student 4

So, companies should have a strategy in place for potential crises?

Teacher
Teacher

Exactly! Goodwill building is another critical aspect of this principle.

The Role of Employees in Public Relations

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Teacher
Teacher

Lastly, let's chat about the principle that 'a company’s true character is expressed by its people.' Why is this important?

Student 1
Student 1

Because employees represent the company to the public.

Teacher
Teacher

Precisely! Each employee, active or retired, is an ambassador. Let’s think of them as stars in a company’s constellation; when they shine, the company shines!

Student 2
Student 2

What if an employee misbehaves?

Teacher
Teacher

That can significantly impact public perception. Therefore, training and ethical guidelines are essential. Always promote a culture of honesty and integrity!

Introduction & Overview

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Quick Overview

Arthur W. Page's seven principles underscore the importance of truth and accountability in public relations practices.

Standard

The seven principles of public relations by Arthur W. Page emphasize the significance of honesty, active listening, and responsible management in shaping the perceptions of an organization. They guide corporate communication strategies that prioritize public trust and employee engagement.

Detailed

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Audio Book

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Tell the Truth

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Tell the truth. Let the public know what is happening and provide an accurate picture of the company’s character, ideals and practices.

Detailed Explanation

The first principle emphasizes the importance of honesty in public relations. It stresses that organizations must be transparent with their stakeholders. By sharing truthful information, companies build trust with their audience. If a company consistently tells the truth, it creates a positive perception and a loyal customer base.

Examples & Analogies

Consider a restaurant that openly shares its sourcing practices, including any issues it faces with suppliers. By being transparent about both the good and bad, they earn customer respect, much like a friend who is honest about their situation.

Prove It with Action

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Prove it with action. Public perception of an organisation is determined 90 percent by what it does and 10 percent by what it says.

Detailed Explanation

This principle argues that actions speak louder than words. An organization can say it values sustainability, but if it doesn't implement eco-friendly practices, the public won't believe it. To maintain credibility, companies must align their actions with their stated values and promises. This reinforces their message and builds a strong reputation.

Examples & Analogies

If a tech company claims to prioritize user privacy but gets caught selling user data, public trust is damaged. It's like a friend who says they value your secrets but shares them with others.

Listen to the Customer

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Listen to the customer. To serve the company well, understand what the public wants and needs. Keep top decision makers and other employees informed about public reaction to company products, policies and practices.

Detailed Explanation

Listening to customer feedback is crucial for any company. It allows them to identify problems or areas for improvement while also recognizing what they are doing well. By understanding customer needs, companies can adapt their strategies and enhance satisfaction, which ultimately leads to better relationships.

Examples & Analogies

Think of a popular clothing brand that regularly surveys customers about their styles and preferences. By listening to what customers say, they adjust their designs accordingly, similar to how a teacher modifies their lesson plans based on student feedback.

Manage for Tomorrow

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Manage for tomorrow. Anticipate public reaction and eliminate practices that create difficulties. Generate goodwill.

Detailed Explanation

This principle focuses on proactive management. Companies should anticipate how their actions may be perceived in the future and adjust accordingly to prevent negative reactions. By fostering goodwill, organizations can maintain a positive relationship with stakeholders, which is especially critical in times of crisis.

Examples & Analogies

A city anticipating a large event might prepare by enhancing public transportation and readiness for large crowds, similar to how a teacher prepares students for exams by providing ample resources in advance.

Conduct PR as a Management Function

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Conduct public relations as if the whole company depends on it. Corporate relations is a management function. No corporate strategy should be implemented without considering its impact on the public.

Detailed Explanation

This principle asserts that public relations should be viewed as an essential management function, rather than just a promotional tool. It highlights the importance of considering public perception in strategic decisions. When leaders factor in potential public reactions, they can make more informed choices.

Examples & Analogies

Imagine a school planning a new policy that affects students. If the school board consults with students and parents on the potential effects, they are more likely to earn community support, akin to how a business consults stakeholders before launching a new product.

Realise Company Character is Expressed by its People

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Realise that a company’s true character is expressed by its people. The strongest opinions, good or bad, about a company are shaped by the words and deeds of its employees.

Detailed Explanation

This principle emphasizes that employees are the face of the organization. Their behavior, communication, and overall attitude significantly influence how outsiders perceive the company. It’s essential for businesses to nurture a positive organizational culture so that employees can reflect this positively in their interactions.

Examples & Analogies

Consider a coffee shop whose baristas are friendly and knowledgeable; customers will leave with a positive impression of the brand, similar to how a well-mannered child leaves a good impression of their family.

Remain Calm, Patient, and Good-Humored

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Remain calm, patient and good-humored. Lay the groundwork for public relations miracles with consistent and reasoned attention to information and contacts.

Detailed Explanation

This principle advises maintaining composure, especially during challenges or crises. Calmness fosters an environment where effective communication can flourish. By remaining patient, organizations can manage discussions more effectively, especially under scrutiny.

Examples & Analogies

Picture a parent resolving a disagreement between siblings. By staying calm and patient, they help the children understand each other's perspectives, navigating the situation more successfully than if they reacted with frustration.

Definitions & Key Concepts

Learn essential terms and foundational ideas that form the basis of the topic.

Key Concepts

  • Honesty and Transparency: Key to building trust with stakeholders.

  • Actions Over Words: Perception shaped predominantly by company actions.

  • Active Listening: Understanding customer needs for better services.

  • Anticipation of Public Reaction: Preparation for potential crises and challenges.

  • Employee Influence: Employees as the face of the organization.

Examples & Real-Life Applications

See how the concepts apply in real-world scenarios to understand their practical implications.

Examples

  • A company that claims to promote environmental sustainability must also implement recycling programs.

  • Employees who engage positively on social media can enhance the company's reputation.

Memory Aids

Use mnemonics, acronyms, or visual cues to help remember key information more easily.

🎵 Rhymes Time

  • Tell the truth, it’s the way to go, in public relations, it's the show.

📖 Fascinating Stories

  • Imagine a castle where the walls are built from honesty and action; it stands tall against the storms of miscommunication and crisis.

🧠 Other Memory Gems

  • T-P-L-M-R-C: Tell the truth, Prove it with action, Listen to the customer, Manage for tomorrow, Realise employee impact, Calmly address issues.

🎯 Super Acronyms

PRIDE

  • Principle
  • Responsibility
  • Integrity
  • Dynamics
  • Engagement – key for effective public relations.

Flash Cards

Review key concepts with flashcards.

Glossary of Terms

Review the Definitions for terms.

  • Term: Public Relations

    Definition:

    The practice of managing the spread of information between an organization and the public.

  • Term: Transparency

    Definition:

    An organizational practice of clear, honest communication to foster trust.

  • Term: Goodwill

    Definition:

    The favor or advantage a company gains from positive public perception.

  • Term: Corporate Strategy

    Definition:

    A plan that outlines how a company will achieve its goals and objectives.