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PUBLIC RELATIONS – ETHICAL SPEARHEAD

PUBLIC RELATIONS AS A SOCIAL FORCE

Manipulation or Handshake ?

Public relations is described by the Institute of that name, as not only sustained communication between a supplier and its public, but as a function of management. This latter declaration carries a enormous implication that in the early stages of its application in European countries, caused a mayor upheaval in company boards. The public relations officer therefore, had to be of the highest level of education and be capable of not only working with the difficult public and intransigent press, but also with the company board of directors, without creating a clash of interests. Whereas most would think that this is impossible by virtue of the demands on all fronts, an experienced and well trained person capable of communicating with clarity, can easily do the job. To analise the question in perspective, it is necessary to take a given situation and explore its ramifications in different aspects. Here are two personal examples.

A herbal product is launched. It is considered a natural herbal mixture with no additives. It contains a variety of plant essence which need to be described by law on the label. It claims beneficial properties which have in the main, been reasonably proven in a various tests carried out over a period within respected establishments like say, universities or clinical laboratories. It is not for drinking and therefore can only cause a skin reaction when applied, at worst. The manufactures wish to make every claim to heighten the sales impact. They also wish to present it in ecological terms, free o f additivies etc. A t that point in time, the public relations department can take a back seat and watch the development and presentation of the product. Any adverse comment from the officer, could be interpreted as intrusive and cause friction within any of the specialist advisory committees. The finished product looks good, smells good and covers legislation relating to contents without revealing the formula which is patented but not published. The public relations officer views the product and interprets the overall implication with respect to any aspects that could produce public or press reaction. The packaging may not quite as visually friendly as would be expected of a product designed for large sales. The explanatory wording may not be as clear as desirable and the liquid itself may lack the consistency and colouring that could be frowned upon by users – e.g with respect to staining clothing or running too freely to avoid causing these stains elsewhere. These factors may not come to light till the sales start to come in. The public relations department has worked in conjunction with the promotion and sales department to obtain the sort of editorial that shows support of the product and its contribution to social needs. The press would not be interested in anything other than that. Only in the case of a well recognized public company would it take an interest in the potential effect it could have on the balance sheets and the end return to the shareholder. The problems start at public relations level when the complaints start to come in. When these are tackled fairly by the public relations department, in many cases today, the arguments in defence do not hold water and the standard statements which defend without logic are robotically applied. For some companies whose deceitful campaign has produced millions, it is expected and the deceits maintained until the sales come to a halt. Assuming however that this is a genuine product, a client warns of stains. Another that he or she was put off by the smell and yet another that it run down the skin too easily not allowing time to prevent it from reaching the clothing. If we take these points into context, it means that the product has to be treated with natural emulsifiers, incorporate a scent and somehow prevent it from staining – a tall order for a herbal remedy pretending to be natural.

The watchful consumer press

At that point bad publicity may emerge from the trade or consumer publications likely to be keeping an eye on it because of the claims. The work of the public relations officer begins in earnest. If the nature of the complaints are valid, it is necessary that the public relations department presents suggestions to the board for alterations to be made to the product. This complaints feedback may often clash with other departments which may consider themselves correct in their approach. The product is defended with respect to its natural ingredients and the chemicals needed to produce the desired results, are deemed unacceptable. This is taken up by the media and sales start to fall. Public relations involvement at an early stage of the development of the product has always been considered advisable but often the department is not consulted until or just before the launch when miracles are expected within a short time.

It can be seen, that the art of public relations goes well beyond that which one would expect of a direct application of techniques. When complaints start to come in, the absence of a clear and speedy rectification process is invaluable. It is common for the product to lose impact if countermeasure are not taken immediately and sales could come to a halt in the short or middle term if for example the staining of personal or bed clothes proved to be expensive. In the event of a market collapse, it would be impossible to relaunch the product effectively in a different guise at a later stage, however good the results were in the first place. The best approach would be a new for old version and the benefits underlined with respect to the removal of the previous inconveniences stressing the need to correct these without altering the beneficial aspects of the product.. The company has therefore to come to grips with the problem almost instantly which in a large organisation is no easy matter, if the public relations department is not to lose control over the pacifying and eventual re-establishment of full confidence in the product. This gives an indication of the importance of public relations personnel within any organisation with the sort of turnover that warrants close protection. The new for old formula might also carry a suggestion that all sales of the one in the market would be interrupted until such time as the matter had been adequately sorted out. The press would in any case have to be confidently and honestly informed of the tackling of the technical problem making sure that the action responds to the solution of a minor but important inconvenience. The very desire to maintain the product free of additives at all cost, could also become a continuing means of summoning public support and patience whilst the staining elements are isolated and perhaps removed. This situation is taken from a real life case study and the problem could not be solved effectively because of the promotional emphasis on the natural herbs. Added factors that had not been taken into account at the outset, like the price and the water content all came to a head at the end. Harmless bleaching agents, high price and sophisticated presentation should have been the results of a coming together of the public relations and marketting departments at the drawing board stage.

The public relations department and its functionaries have a double edge sword in hand. One edge to the public and another to the company itself. The question then of being able to meet the tightrope demands rests on ethical principles on both sides and the acceptance of the function of the PR department at all levels.

Whilst working for one of the most important financial organisations in the world, with a global turnover running into billions during the period of the late sixties, I was aware that as deputy to the Public Relations executive in the UK I had to prove my worth within a fairly short period of time. I was only 21 and had been recruited just after I left the architectural institution. My relations with my ex employer and his superiors were excellent but his personal aide involved herself in every aspect of my work to the point of making it difficult to determine what my directives really were. My employer himself, a man of strong personality and political inclinations, was far removed from the issues that emanated from the irregular meetings of the executive committee of what was technically an important examining body. My success in the variety of projects I had initiated with juvenile enthusiasm had established me fully within the senior circles of professionals and this in turn put me at odds with my immediate employer who could vet or discourage to the point of affecting the quality of the work. His concerns were the cash box and those of the committees were new members and students. When I left, It was a difficult decision to make since the very nature of the work would have constantly brought me into conflict with my immediate employer who without doubt had a set of managment problems that had little to do with public relations and the juvenile enthusiasm of a practitioner of an art that at the time I could barely follow in the journal of the Institute of Public Relations. I opted for the new appointment when it came and left a promising career in Insitutional PR which as a pioneer, would have no doubt led me to create one of the multimillion turnover agencies that the professon was about to create to meet the sudden and explosive demand. I begged to leave despite encouragement to stay but the lesson had been learnt. The practice of the art required an uncluttered mind and freedom of movement with reasonable resources. Much could be done with words, but promotional work required basic resources even if the press and benefactors did the rest. I experiecned my first and long enduring sense of isolation which work in the field would continue to produce in me and I am sure in all those who understand the complexities involved. Had I applied the very principles of detachment public relations contained in the application of public relations techniques, I would have no doubt avoided the pitfalls of the emotional involvement in what is technically a short or long wait for the next promotional opportunity.

The power of the art of honest talk

Public relations practioners like the powerful advisor monks throughout the centuries can slice through social barriers and power institutions with the ease that diplomacy and honest, sustained effort can achieve. The thin edge between difficult advise and skilful manipulation at delicate levels can be the difference between success and failure – between being accepted and summarily dismissed. It happened to me on the second attempt. The product was an investment policy which heralded the end to all established ideas on the subject. People were invited to invest in monthly premium form or in solid chunks in a hitherto unknown product called equity and investment linked assurance. Even Governments had to change legislation to allow for its legality. Most if not all of the premium could be written off in tax returns as long as it was not above a certain figure. It meant in most cases that the premium itself cost less in the end. The other factor and one of many alternatives, was that a pòrtion of the premium was to be invested in blue chip equity to produce an income which could be accumulated and partially returned to the policyholder at the end of the policy period. The principle was also applied to sums invested directly into the funds and the funds which were invested in other funds (called funds of funds). The investment techniques applied then were called pound cost averaging and meant that investment of premium income was made across a very large investment area to balance out the ups and down of the stock market and maintain a steady line of guaranteed results. All theory of course, but the promotional forces were so dynamic and revolutionary that it brought the world in and the traditional, staid competitors were hard pressed to enkindle public distrust in something so obviously successful and innovative. I likened the process to a snowball rolling downhill and the veritable cannon ball mountain that would reach the bottom. I was gently informed that it was not quite like that, as results could not be guaranteed. I suggested that the rolling motion could be likened to the movement of the funds through the months and the depth of snow compared to the strength of the markets at the time – the thicker the carpet the thicker the skin attached to the ball in that particular stretch. I was reminded that it did not work that way so I set about working out the possibilities of the nature of the investments the company were going into and noticed that the object of some of the investment, were speculative and hideous high rise developments in the Costa del Sol, Spain. The project called Playamar, was impossible to reconcile with public statements of security controls. I said so in a staff training session led by the extremely glamourous people designed to keep us overawed and in doing so, signed my own death warrant. Criticism was not only not allowed, but certainly not from within the public relations department which was there to endorse every effort – good and bad. My immediate boss, who was as glamorous and admirable as the rest of this larger than life team, was as saddened as I was to part company. The gentle art of public relations was beginning to sound a little like the cellotape that was easy to put on but ever so difficult to pull off. My rigid pride was at odds with the chosen career and for me, at least, it was a question of practicing what I preached and not what others thought I should. The financial organisation crashed within a year to the tune of sums that left millions of trusts and individuals in the red. It was the most serious international crisis ever in the world of insurance and equity linked investment and all because the nature of the product which was what produced the attraction, had been changed. Public relations could do little except apologize and the size of the rescue operation would have obviously been larger than the meagre team provided. Properly applied and understood, it would have indusputably stabilised the massive outflow of capital since both the product and the results were of the highest order. The one thing that I did not need, I decided, was another employer. The decision was to be the birth of the lone entrepreneur and profitable madness. The choice between earning as much for as long as I wanted or settling for restrained and perhaps boring, highly paid, positions in fields like marketing and banking. The latter had started to open up to novel methos of presentattion ripe for the public relations practitioner – hundreds of new products with information hungry users baffled and bemused by the wrappings.

The most powerful approach.

Public relations was designed to create and maintain a mutual relationship between product (or service) and client. It used to be sanctified in a module of ethical values which unfortunately, in the main, appear to have been discarded. 902 numbers with their banks of robots reading apprehensively from their chosen texts, saw to that. The personal approach was to become an expensive unobtainable link with providers for many a year to come. Public relations as a function of communication was well and truly stuck in methods which harboured the seed of unconcerned dismissal of public concern. Without responsive communication, public relations could not exist. – the result, the growth of multinational abuses and mountains of paper on desks like those of the consumer councils and Ombudsmen ill equipped to handle very much. Such massive slices of the consumer sector would probably not survive under direct public pressure but it would have most certainly suffered for the better at the hands of those capable of causing a veritable stink at the ebst of times.

The main aspect and basic understanding of public relations is, that without ethical values at its base, the sum effort of the persuasion ultimately comes to nothing – whether to sell or to appease. It is not just a question of “he´s such a very very nice man but “at least I know where I am now” for example. The scale of genuine and long term succesful outcome of a useful and perhaps well priced product is dependent on the degree of clarity of the message given out. Misrepresentation may work in the short term but the bigger the lies, the sooner it will be found out and the sharper the final fall. This does not deter the fraudster who makes certain that you spend more in the end than you really intended or even perhaps more in important accessories than in the actual product itself because the type of PR covering these efforts, are arms length and usually blind alleyways.

Everyone knows about the impact the word free, for example, has in an advert or offer and most suppliers know that the purchase comes to an end when the price tag appears. The consumer danger lies in the absence of a demand for payment until well after the event and sometimes, when it is difficult to get out of the contract. This is now common and beyond the law. Bottom lines are not always clear and with modern, highly sophisticated, marketing techniques, the fraud does not become apparaent until the bills come in with the all the attached threats on non payment. It takes little consideration to understand that the relationship with the supplier is not going to last long, but the latter has already, by virtue of mass marketing exercises, brought in the score of millions they aimed for. Next time round, they will do the same under a different name with an altered, but just as fraudulent approach.

Many of the giant monoplies (even in highly sophisticated democratic countries) get away with these technically delinquent, exercises and continue to trade in the absence of effective competition. Among these are the energy, airline and communications merchants who often get fined, long after the event, by judicial processes but have meanwhile scored well on the stock exchanges which define success with healthy balance sheets. The odd fine which is often re-negotiated by invisable hands, may dent a bit but cosmetic surgery in the form of public short memory makes the whole thing an expensive public exercise if the companies cannot or will not pay up.

To recap, sales marketing techniques based on misrepresentation, just create short term rewards even in the absence of real competition. Public reaction fermented by the press, fortunately often see these abusers, discredited and abandoned. Genuine competition with the right approach and the necessary concern, will triumph in the end. Just how important clarity of expression in verbal and written form is in the business of PR can never be over emphasises. The establishment of trust therefore is most of the game and in that, the very product itself plays an important role. The communication aspect is born with the idea and is carried through not just to the launch but through its promotion, continued sales and saturation of the market if possible. Seeing the leaflet through the product, the sales talk through its benefits and the urge to buy through its attraction, is most of the game. All of it spells Public Relations and at the end of the process of manufacture, it is the PR department which is left holding the baby. The search for that product or service which the millionaire in the making dreams about, viewed in this context, may be just about anything lying around which PR in the right hands, could well point in a more lucrative direction.

Some products are self evident. Quality of performance and overall advantages over any other of its type is apparent in use, but often the household name of the producer is enough to provide the attraction. Luckily, the market names of respect, ensure that quality does most of the job, but even these, from a public relations view point, leave a lot to be desired when the brand itself suffers considerably in the hands of intermediary suppliers who fail to provide the client service mostwould expect. Sometimes, a form of negative sales approach provided by a supplier, covers a desire to switch attention to other less favourable products which provide better margins. Public relations techniques therefore often have to offer the buying public, an interest that goes beyond the basic qualities of the product. It sometimes has to define the absence of such in the most immediate competitor to counteract the undermining influence.

It is the highlighting of what is missing in the competition that the art of public relations, properly performed, scores well above the designs of those simply looking for the widest margin in the cheapest manufacturing cost. Today, many multinationals, look to countries like China to copy and produce high selling products which are often inserted in the market as the originals or cheaper competitor. The drop in quality of the basic materials to achieve market breaking prices, often result in throwaway, one use, rejects which have unfortunately been paid for at prices, often very close to the originals. This tactic is often described as “grey imports” and despite European protective legislation, for example, innocent copies sit in most of the shelves of multinational outlets being passed off as originals or versions. One of the trajedies of these malpractices is that the originators who spent years and millions into the perfection of a good product at the right price, often have to cut back in production unaware that their international sales are being sabotaged by the copy dealers. Neither are they aware that the seemingly identical product is a lower specification copy and that they and dangerous, copy accessories, will taint the name of the product in the public mind.

Public Relations does not belong to these scenarios as lies would be the only means of obtaining temporary relief from the myriads of complaint that would come flooding back. Whilst testing out some of these rubbish merchants, one particular comment stuck in my mind. It referred to accessories of a famous, Scottish, garden equipment manufacturer called McCulloch. The buyer nearly got killed in the process and the blade was obviously not made in Scotland which would have been of a precision the copy did not possess. The tart comment was, “you cannot expect high quality at that price..” A carbon copy of a British battery called Tudor continues to pump out Chinese batteries in Europe with exactly the same presentation and name as the original one, causing local ex patriates to assume that the product,which has a six months lifespan, is the real one but not worth buying. When asked as to why they were passing themselves off as the original manaufacturers, they replied that locals preferred things with British tags. They also referred to British products as of a lower quality anyway than say German, justifying their cheap throwaways and ultimately dissuading the import by others of the real thing. This negative public relations exercise is fiendishly clever, in so far as it gradually removes the competitor through discreditation whilst cashing in on its poularity until the tide turns. Having created the market on other people´s shoulders, the change of a different name is a matter of course. What is not clear is why these rogue lines are not detected early in the game, if at all and why the public relations departments of the international headquarters dose not investigate every single market in which it has an interest in. Local sampling is cheap by comparison with the dramatically corrosive effects of the misrepresentation in the long term, especially when it affects the genuine efforts by others in the same country who it would appear, from one short telephone call, were not even aware that the rogue produce existed. The interests of these merchants is short term and their guarantee departments fail to function, with a motor cycle supplier having taken, during the first year, 46 complaints, ten replacements of faulty spares and seven workshop entries. The owner, had meanwhile had four dangerous accidents and been late for work on at least ten occasions due to the motor cycle having stopped suddenly in mid cruise and refused to start again. Direct intervention by lawyers eventually led to a replacement which fortunately gave problems of a lesser magnitude.

Public relations is a serious and important study not only from the deep rooted aspect of its function within the company but because those who are intimately involved in the process of communication with its clients and directors, will emerge with the capacity and ability to move into the board eventually. In the old days, the top salesmen were the ones to inherit the prize, but today, a good public relations executive is led straight to the wheel. Pursuing excellence therefore is the only ticket that this unique profession demands.

The authentic profession of Public Relations does not belong to these scenarios as lies would be the only means of obtaining temporary relief from the myriads of complaint that would be received. Whilst testing out some of these rubbish merchants, one particular comment stuck in my mind. It referred to accessories of a famous, Scottish, garden equipment manufacturer called McCulloch. The buyer nearly got killed in the process and the blade was obviously not made in Scotland which would have been of a precision the copy did not possess. The tart comment was, “you cannot expect high quality at that price.” So much for public interest and safety. A carbon copy of a British battery called Tudor continues to pump out Chinese batteries in Spain with exactly the same presentation and name as the original one, causing local ex patriates to assume that the product which has a ridiculous six months lifespan is the real McCoy and not worth buying. When asked as to why they were passing themselves off as the original manaufacturers, they replied that localS preferred things with foreign origins. A concessionarie which referred to a vehicle covered in rust after only three years was that the life of a vehicle was around three to five years and that it would last that long without serious problems. Obviously this negative public relation expressions result in aggression and total dismissal of the company´s products. The interests of these merchants lies in the short term and their guarantee departments fail to function or ar non existant. A motor cycle supplier took, during the first year of the sale, 46 complaints, ten replacements of faulty spares and seven workshop entries. The owner, had meanwhile had four dangerous accidents and been late for work on at least ten occasions due to the machine having stopped suddenly in mid cruise and refused to start again. Direct intervention by lawyers eventually led to a replacement which fortunately gave problems of a lesser magnitude. The buyer meanwhile, had spent more than the original cost of the motor cycle by the time he got something capable of performing reasonable well.

About the Author

Parliamentary correspondentage at 15. Royal touring writer. Agency Commonwealth writer Publisher Britain’s first trade journal for drivers. Travel writer and millionaire businessman, hotelier, restauranteur. Contributor to Holy Blood and Holy Grail. Messianic Legacy. Sword and the Seal. Articles published in wide variety of British and Commonwealth Journals. Author Al Andalus * a trail of discovery. Lulu

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Why do religious people who oppose abortions oppose sensical sex ed?

It just seems like they don’t want to make a compromise to get what they want. I am not a proponent of abortion (in fact I believe their are a lot of instances where people shouldn’t be granted abortions), but I do think it has its place in our modern society. I just can’t firure out why they don’t want people to have a clear cut idea of healthy sexual behavior (which also includes being RESPONSIBLE) from professionals, instead of having the media doing so. Do you think this is creating a double edge sword for your cause? On one hand you can baby people who are going to become sexually active (and hope they aren’t neglectful with thier loins), and on another hand you can prepare them and potentially LOWER THE DEMAND for abortions.
I’m talking about real professionals (like from planned parenthood). I also want to note, I’m talking about dispensing condoms in schools as well. Would you rather cause condom use or more ‘murder’?

look abortion should not be done because god said do not kill other humans. babies are considered humans I think… I believe sex ed is a good thing because its not awkward when your by yourself with your parents. I guess they oppose both because people think it is a life lesson and you should learn it by yourself.

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