About a month ago my boyfriend told someone that I wanted to pursue a career in public relations. Their response to him: "O so she wants to be a bullshit artist." I laughed when he told me this, because I myself have always thought of PR reps as saavy individuals who have a way with their words. To tell you the truth, I do not mind presenting whatever image a company asks me to or whatever image I feel the need to present for them. My duty is first to my company and than to the public...right?
The month went by and I gave no further thought to my career choice or what would be expected of me. A couple days ago, I read a very interesting article, "Changing vistas in public relations theory" by Stephen Mackey(2003). In this article, Mackey talks about J. Grunig and an emphasis on practicing PR symmetrically vs. asymmetrically. What is this you ask? Well, according to Grunig, PR is traditionally run asymmetrically. This means that an organization's main goal is to advance the "standing and the projects" of the organization. In other words, a PR rep must always have the interest of the organization in mind before anything else. Grunig proposes that PR reps that practice symmetrically help the targeted public and organization benefit from their services equally.
I wonder how possible this really is. Can people formally known as "bullshit artists" equally serve the public and an organization? You would think this is simple. However, think about all that would be at stake if a company asked a PR rep to practice symmetrically. A company would need to be ethically sound. In other words, a PR rep would honestly share with the public everything an organization has to offer (good and bad). In crisis situations, there would be no smooth cover up because a PR rep would need to share every crucial detail with the public. If one detail was left out, a PR rep would be looking out for the organization first, no? In an ideal world this is very possible. Unfortunately, we do not live in an ideal world. But, that should not stop us or PR reps!! Symmetry could be a great new way to practice PR. The consumers should always come first and it is important to give them everything they need! Let me know your thoughts!
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Wondering what side I am on? I think symmetry should be practiced, especially for some audiences. However, even though we think we want to know the truth (in the case about an organization) can we really handle the truth? Or do we just want to think that we are receiving the truth, without really receiving it?
ReplyDeleteI definitely see your argument here on the difficulty of practicing PR symmetrically, and maybe perfect symmetry is too ideal. But, I really do think organizations have to be transparent. Publics losing trust is a mistake no PR professional can afford to make for their organization!
ReplyDeleteI think open and honest communication in necessary in PR, if that is symmetry then I agree with the practice of symmetry. Especially now in the world of social media, consumers don't want to follow all of the "me, me, me" on Facebook from a company because it isn't relevant to their everyday lives. Consumers want symmetry and dialogue to connect with the company and see what they truly have to offer (or the lack there of...).
ReplyDeleteThanks guys! I definitely agree. Hopefully I'll be able to maintain the highest level of symmetry when I pursue PR.
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Haha...I like this title: BS artist. Your boyfriend is not a social science/humanities/management major, isn't he? That actually explains how people feel about PR ethics. Interesting.
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Thanks, Kim.
I am reminded of my conflict management class where we were constantly told that it is important to have effective and genuine dialogue with our stakeholders, and maintain openness and information flow. I certainly see your point about how in a crisis it is a challenge to have an open, honest relationship with our target audience and keep them informed, while also safeguarding the company's reputation.
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I am not sure if operating ''symmetrically'' would even be acting in a PR role any longer. Disclosing the "bad" about the organization can't really help it's image can it? Then again, I haven't studied this subject in detail, so you tell me...
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