7.8. Seven Principles of Public Relations

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

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.

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

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.

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. 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.

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.

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

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.

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 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.

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.

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 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.

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.

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. Lay the groundwork for public relations miracles with consistent and reasoned attention to information and contacts.

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.

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.

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