Once again I am compelled to go public in redressing this unbridled, unfair, unkind and uncharitable onslaught on the profession if only for the purpose of enlightening our politicians, our technocrats and the innocent population of the true meaning and significance of professional public relations practice and its value to and impact upon civilisation once practiced in compliance with the international codes by which governed.
Their repeated reference to the practice, with the attendant negative and misleading insinuations, seem to bring to the surface an innate and underlying fear of the power and influence of the profession. It is a fear which I want to assure them is ill conceived and founded on hollow premises.
In examining these utterances, our politicians may have casually overlooked the harmful damage which they are consistently inflicting upon a highly respected and regarded profession by projecting the practice in uncomplimentary, unsavoury and undeserving terms.
Paradoxically, it is a profession which they all find indispensible in the service and support of their own individual causes, provided, in all circumstances, that such causes are in the best interest of the people whom they are elected to serve.
Let me state categorically. There is no such thing as public relations gimmickry. None whatsoever. If it is gimmickry, it is not professional public relations by any stretch of the imagination. If it is spin, it is no where close to the practice.
These expressions, coined as they are, serve no purpose other than to denigrate the practice and devalue its contribution to ensuring a better way of life for all. \
They reflect an unfortunate and abysmal lack of understanding and appreciation of the philosophy which drives professional public relations activity and displays an ignorance which is countless miles away from the noble ideals, aspirations and principles which have governed the profession since its inception at the turn of the 20th century.
If a medical practitioner uses his knowledge of medicine to betray his patients, it is not medical gimmickry; it is downright and blatant dishonesty and deception. Such behaviour cannot be ascribed to the professional practice of medicine. In much the same way, if gimmickry is used in the practice of accountancy, it is no longer professional accountancy; it is deception and dishonesty plain and simple. Some refer to this type of activity as cooking of the books.
Gimmickry is in no way aligned to the practice of public relations in much the same way that gimmickry can never be aligned to the sound, basic and ethical principles of the practice of engineering or any established unit of the world wide family of professions.
I rather suspect that in the instant case our battle weary politicians are confusing two very distinctly different practices, the one based on professional standards and principles i.e. public relations, as opposed to the other which thrives on the art of illusion and deception i.e.: propaganda. There is absolutely no place for the use of propaganda in the professional practice of public relations.
Let me attempt to put the profession in its true and enriching perspective. It may explain why many politicians have such great fear for the power and influence which the profession in the purest sense of the word uncompromisingly wields.
Public relations professional practice is governed by two codes: a Code of Ethics which was adopted in Athens in 1965 and modified in Tehran in April 1968.
This Code of Ethics more familiarly known in public relations circles as the Code of Athens is the International Public Relations Association’s moral charter, its principles being inspired by the United Nations declaration of Human Rights. It treats with compliance with standards associated with our relationships with the world at large.
The other is the Code of Professional Conduct which was adopted in Venice in May 1961 and which treats with the standards which we are expected to uphold in respect of the principles of Personal and Professional Integrity, in our conduct towards our clients and employers, our conduct towards the media and the public at large and last but by no means least conduct towards our fellow colleagues.
Public Relations operates on the fundamental pillar that “Anything which is not in the public interest is an unworthy cause”
The most cursory glance at the codes to which I have referred must convince us of the wide gulf of behavioral philosophies and principles which stand between Professional Public Relations Practice and Propaganda even in its now contemporary meaning.
If Public Relations Practice could be accused of any excesses, the main one would be in insisting unconditionally on the strict observance of the values and principles by which the practice is governed: that of influencing and shaping public opinion through the application of the virtues of truth, dialogue and the fullness of information.
It is the means through which the objective of mutual understanding may best be achieved. And it is before that jury of public opinion that the true and meaningful justification for any public relations activity or programme of activities will eventually find favour.
It is within this impregnable ideal that the conflict lies. Perched firmly and stubbornly between the exigencies of Politics and its propensity for Propaganda are the demands to pay homage, respect and honour to the two Codes: the Code of Ethics and the Code of Professional Practice.
And it is here that Professional Public Relations Practice makes its intervention. You see, compliance with the Code of Ethics and the Code of Conduct stand supreme as the guardian angel of the true Public Relations Practitioner. In the final analysis it all boils down to morality in public affairs.
The art of propaganda, which bases its philosophy on total and unadulterated deception must never be glorified far less be made to see the light of day. It is a philosophy which is in violent contradiction when positioned against the noble and enriching values of Professional Public Relations Practice. It strikes at the core of the democratic beliefs to which we all subscribe.
There is no denying that propaganda thrives on the frailties and weaknesses of mankind: It thrives on exploitation of the uninformed, the ignorant, the unintelligent and the underprivileged.
In any civilised society, where the welfare, concerns and well being of all citizens must take precedence over all else, it is unpardonable for any politician or party to stoop to the level of employing any means of propaganda to gain supremacy over opposing entities.
It is to say the least wholesomely untenable. It tantamounts to blatant lying to the citizenry to gain their support and suffrage. It is divisive and destructive and in sharp contrast with the spirit of unity, togetherness and inclusion which are unshakeable hallmarks of professional public relations practice.
So what are the challenges which public relations practitioners face in dealing with politicians?
Should they do the questionable thing when the leadership demands it?
Should they sacrifice their sense of honesty and integrity as a means of saving face when dealing with political issues?
Should they become strangers to the truth when they know that their leadership would rather hear something else?
Should they be tempted to twist the facts when dealing with the media to avoid having the truth revealed?
And last but by no means least should they condone actions which they know, in conscience, would be condemned by the people if those actions became public?
These are all serious but practical questions which as public relations practitioners whether in the private or public sectors or within the body politic, professional public relations practitioners will be faced with especially in today’s deteriorating social, economic and political environment.
How public relations practitioners conduct themselves and practice their profession in all circumstances will determine in the final analysis the respect and regard which the people of Trinidad and Tobago will have for the profession and the goodwill which will accrue to the Organisations and Institutions, whether political, social or economical which they represent.
So, there is no need for politicians or anyone whatsoever to fear the power and influence of public relations once they subscribe to the fundamental pillar upon which the practice is grounded. “Anything which is not in the public interest is an unworthy cause”.
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Column by Ernest Roy Mitchell,
Principal Consultant |Executive Relationships Marketing (ERM)
St. Augustine, Trinidad
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