mass media and public relations

Mass Media and Public Relations


Introduction to Public Relations (PR)
Public relations is a tool to achieve success. It is not fraudery or deception. Nor is it a conspiratorial thing.

Organizations or individuals bear losses in absence of public relations. Even military forces cannot enjoy people’s support if they don’t exercise public relations.

Public relations is essential for science and technology too.

In fact, public relations is a discipline as well as a bedrock of understanding, related to making people understand facts.

Similarly, PR is a process of adjustment. The process of adjustment means making the situation palatable to ourselves or making ourselves palatable to the situation. It gives a sense of adaptability.

Professor of Media Economics Rama Krishna Regmee says that things get sold to people who actually don’t need them because of PR. He strongly argues against understanding PR as merely wine and dine.

Indeed, PR can open horizon with an unlimited possibility of developing human resources.

Formal Definitions of PR
Barron’s Marketing Dictionary defines public relations as “a form of communication that is primarily directed toward gaining public understanding and acceptance.” The dictionary continues, “It tends to deal with issues rather than specifically with products or services. Public relations uses publicity that does not necessitate payment in a wide variety of media and is often placed as news or items of public interest.” This definition shows that public relations deals with relations and is different from advertising which is paid.

Barron’s Business Dictionary does not have an essentially different definition of public relations. It presents PR as “a form of communication that is primarily directed to image building and that tends to deal with issues rather than specifically with products or services.”

In the context of understanding PR, Small Business Encyclopedia states, “The point of public relations is to make the public think favorably about the company and its offerings.”

A more organizational definition of PR comes from Frank Jefkins. He writes, “Public relations is the process of analyzing trends, predicting their consequences, counseling organization leaders and implementing planned communication programs which by achieving mutual understanding, will serve both the organization’s and public interest.”

The above definition emphasizes on listening to the constituencies on which an organization depends and on analyzing and understanding the attitudes and behaviors of those audiences.

The focus of public PR is on creating, maintaining, and protecting the organization’s reputation, enhancing its prestige and presenting a favorable image. People pay much attention to an organization’s reputation. In essence, the goal of PR is to create goodwill for the organization.

Likewise, Webster’s Dictionary says public relations is “relations with the general public, as through publicity, specifically, those functions of a corporation, organization concerned with attempting to create favorable public opinion for itself.”

As to further definitions about public relations, Public Relations Society of America has to say this: “Public relations is the skilled communication of ideas to the various publics with the object of producing a desired result.” It adds, “Public relations is finding out what people like about you and doing more of it; finding out what they don’t like about you and doing less of it.”

One more definition about public relations can be considered. In the eyes of the Institute of Public Relations of England, public relations is “deliberate, planned and sustained effort to establish and maintain mutual understanding between an organization and its public.”

The above definitions indicate that public relations is a very important discipline of communication and organizational management. This discipline has the responsibility of planned and sustained unpaid communication from organizations to publics.

Public relations practitioners communicate with internal and external publics. There may be various publics of an organization. Any of them can influence the process of achieving the organizations’ goal.

Indeed, the goals of public relations are to inform, persuade, and seek information from the organization’s publics.

Public relations was not recognized by the general population until after World War II although some corporations had used public relations for almost one hundred years.

External public relations activities include lobbying, political public relations, financial public relations, fund-raising, crisis management, and events coordination.

Public relations specialists can work in-house for an organization or as a consultant for an organization.
Public relations process includes setting goals, conducting research, creating a public relations plan, and evaluating the success of the plan.

Ethnic, racial, and gender bias continues to plague the public relations field.

A variety of technologies are available for professional communication, and the type that is used must be appropriate for the information needs and habits of the publics.

The growth of the international economic system has created global public relations, which in turn has created additional problems for practitioners.

Public relations is an inexact science. Sometimes it sizzles, other times it fizzles. Some strategies are immortal, others are fatal.

Misconceptions about Public Relations
Cold war costs more than the actual war itself. Misconception causes more damage. To eliminate misconceptions and reduce damages, public relations plays a vital role.

But some misconceptions about public relations need to be eliminated for more standardized and ethical public relations.

Misconception I: Public relations as a substitute for good management. In fact, it is not a substitute for good management. When an institution has bad management, it is not easy to go to public. Good public relations is not enough. Good management and public relations are different things though they can help each other. Public relations is necessary in economy, politics, social sector, professional organization. Good management is necessary for good public relations.

Misconception II: Public relations as an elixir for all problems. It is not a cure for all weaknesses and poor performance. It cannot do away with all the drawbacks. Policies, products and services are the instruments to meet particular goals. Wrong or right policies determine the fate. Should there be good policies, good public relations has a meaning. Should there be wrong policies; good public relations can’t do anything. In fact, public relations is not a cure. It is just a process.

Misconception III: Device for Deceiving the Public. Public relations is not for deception. It is a confidence-building measure, not a deceitful act. Public relations is a dynamic force. It is a continuous process, not a deceiving device. It has a long term goal. It aims at sustaining and upgrading an organization.

Misconception IV: Temporary Defensive Method for Covering a Mistake. Public relations is not a method to cover up mistakes. It is a permanent feature. Public relations professionals admit and correct mistakes. Nevertheless, it is not a patchwork.
Misconception V: Public relations is unnecessary for small industries and individuals. Public relations is necessary for both small and big industries. It is necessary for individuals of all ranks. It is a need for all.

Misconception VI: Public relations is a “Please-all science or discipline.” Public relations is not a flattery. It is not wining and dining. Nor is it bribing. Assuming attractive appearance or operating telephone pleasantly does not mean flattery. It is an image-setting or an impressive act. Public relations does not please all.

It is a continuity of social and human relations.

Understanding between Organization and Public: Public relations does exist in most sectors. This is a universally accepted fact. Public relations exists even at the time of war. War is not forever. Some sort of public relations is there. Tribes in the past had some sort of public relations.

Understanding has connotations. It may mean just introduction which breaks open the barriers between two sides. Due to lack of introduction, people may have misunderstood a good organization. But at the same time, limited introduction may be troublesome.

Feeling: Understanding may also mean just a feeling. One may not have the feeling of others. E.g., Fundamentalists may not have the feeling of liberal thinkers. In 1990, India imposed blockade against Nepal. There was no feeling for Nepali sufferers. If India had experienced the problem of transit, it would understand the suffering of Nepalese.

Appreciation: It is not praise only. It may mean both positive and negative. Appreciation is some sort of understanding. If there is understanding between an organization and its public, people can appreciate the organization. E.g., five-star hotels and local people don’t have understanding. They are like islands. People have no opportunity to appreciate the hotel. Can’t public use the hotel garden, swimming pool?

Public relations is a channel of communication. The way a receptionist behaves makes or mars the business of the concerned organization.

The way one behaves customers decides the sale.

Philosophical Base of Public Relations
Social management philosophy is the base of public relations. People are at the centre according to this philosophy. Many philosophers enter this concept.

Our approach of public relations must have a humanistic approach. Whatever stream of business one has, the humanistic approach is a need.

The crux of the social management philosophy is people at the centre.

Service in priority: We have to prioritize many things on the basis of humanity. Humanity must not be sacrificed.

Spiritual Dimension: Spiritual concept upholds humanity and human well-being. Costs and benefits are little counted in this area of thinking.

Approaches to social management philosophy in brief:
i) Humanistic approach
ii) Service in Priority
iii) Spiritual Dimension (spiritual satisfaction, not compared to tangible benefits.)

The main concept of social management philosophy is that organizations derive their right to operate from people. They get privileges from people. Therefore, organization-people relationship has to be respected. This is the meaning of social management philosophy. World revolutions resulted because people were ignored.

Social management philosophy in public relations can be understood mainly in terms of four steps:
i) Public relations involves the concept of social philosophy.
ii) It is an expression of this philosophy in the form of policy decisions.
iii) It is an action resulting from such policy decisions.
iv) It is equally an act of communication between publics and organizations.

The Process of Public Relations
Scott Cutlip, Allen Center and Glen Broom (1994) have pointed out the following process of public relations:

Four Steps of Public Relations

Defining 2. Planning and 3. Taking Action 4. Making final
Public relations Programming and Communicating Final Assessment
Problems



Situational Analysis Strategy Implementation Evaluating the
program



SWOT Analysis What should we do How and when do How did we do?
[ Strengths, Say, and why? We do and say it?
Weaknesses,
Opportunities,
and Threats ] Analysis of success of
communication

What’s happening now?

Phases of Public Relations
The universe in which organizations exist should be studied in order to achieve the goal of public relations. The following phases of public relations have been commonly accepted:

Analysis of General Climate (Universe): The universe is as broad or narrow as the functions of the organization. Public relations people need not be expert in everything. They have to mobilize experts. PR people can use resource people.

Determining the Attitude of People towards the Organization: This is an act of pulse-feeling. Scholars, researchers, or PR people themselves find out about the people’s attitude towards the organization. It is the process of doctoring, finding about strengths and weaknesses, finding about understanding and misunderstanding. Determining the attitude of people towards the organization is also the process of entering people’s minds.


Analyzing the State of Opinion: This is a more sophisticated process of public relations. Opinions can vary. They may be more intellectual or more superficial. They can be formed or changed. Opinion plays a vital role in building or destroying an organization.

Anticipating Potential Problems, Needs and Opportunities: Problems of the future can be predicted beforehand and corrective measures can be taken in advance. But analysis of the general climate is needed.


Formulating Policies: Policies are means or tools. They should be result-oriented. E.g., if the government wants to make video mobile sets accessible to the general public, it must change its policy of imposing heavy customs taxes on the device. Adequate and appropriate policies are required. Policies may be good, but they may not be counted due to lack of public relations. Similarly, public relations may be good, but it does not produce good results due to bad policies.

Planning Means of Improving the Attitude of the Group: There may be many complaints about the organization. The dissatisfied group needs to be satisfied. Although the organization may be very good. However, some may have negative attitude to it. Such a negative attitude needs to be changed with the help of public relations. This is the stage of planning means of improving the attitude. Simple get-together, agenda-based dialogue, negotiation are some examples of action plans.


Carrying Out Planned Activities: This is the implementation phase. There should be an organized unit to implement plans. This is not an ad hoc work. A particular team or individual should be assigned with the responsibility of implementation of a particular programme. There should be coordination of public relations people from other units.

Feedback, Evaluation and Adjustment: In this phase, it is possible to know what other people think towards your institution. Feedback can open eyes. What others evaluate about us should be heard with care with a view to improving. After being acquainted with our own weaknesses, we can devise improvement and adjustment measures. Right information is required for timely improvement. But cultivated feedback must be avoided because it will take us to a wrong place.

Differences between PR and other words
Marketing: Public relations is not limited to marketing. Once the target is reached, the marketing ends there. But PR never ends. Relations exist.

Advertising: Advertising has the purpose of showing, selling and promoting. PR should not be confused with advertising. PR is not for showing or pretending. It helps selling but does not mean sale. PR actually means establishing the organization in the public. Both marketing and advertising are part of PR.
Sales Promotion: It is a cousin of marketing, highly focused on sale. But PR is an image-builder, not a sales promoter.

Publicity: PR is not limited to publicity. It is a long-term exercise. But publicity is confined. Publicity is the spreading of information to gain public awareness in a product, service, candidate, etc. It is just one technique of public relations.
Propaganda: It is generally a negative concept. It has a selfish motive or intention. In fact, propaganda has a sense of deception.

Promotion: Because of PR, promotion is possible. But PR itself is not a promotional exercise. PR is a relational exercise.

What Does PR Mean to the Public?
Public Voice: Public relations is people’s voice. It is a field emphasizing on people; it takes people’s interests into serious consideration. People’s voices reach the organization through PR. PR does a link word.

Gardener of Ties with Others: PR gives due care to relations.


Safety Outlet (Valve): Public relations is a field dealing with difficulties, complicated situation, dissatisfactions or rage. China gave an outlet to the dispute over the issue of the ownership of Hong Kong through the One China Two Systems policy.

Social Energizer: Organizations conduct various programs where various publics are invited to share their likes and dislikes. This atmosphere enables the move of the relationship between organizations and publics. Public programs are the means of contact and understanding one another. Similarly, many organizations take internal relations very seriously. They organize picnics and increase the degree of socialization and relationship among staff. Some companies make annual holidays compulsory for staff’s refreshment to combat mental and physical fatigue. This is a PR way energizing social conscience.


The Medium of Acceptability: By practicing public relations, we can make others accept us. We should not wait for others to accept us. When other people or institutions can accept our existence, this situation is acceptability.

Essential Qualities of PR Practitioners
Human qualities are important for better performance in any sector. The degree of success or failure is mainly determined by the personal and professional qualities. Some of the essential qualities required for public relations practitioners are as follows:
1. High Degree of Moral Integrity: We see today lack of integrity and of true morals in daily life everywhere in the world. Every human heart is in conflict with the head; thought and speech are hardly in harmony; and this inner disintegration manifests itself in wrong types of outward actions, in low standards of morality and selfish interests on the physical plane. Theological advocates stress on the importance of a change in the inner life and being, in the causal aspect of all our activities, so that the effects produced may be harmonious and beneficial to all.
Moral integrity refers to moral wholeness. It is not in the sense of rigidity. Human conscience decides what is good and what is bad in particular contexts. Moral integrity, As theologian Stanley Hauerwas has argued, is central to all the other virtues but more fundamental than any single virtue. A person's moral integrity is central to a person's sense of meaning. Philosophers like John Ladd have argued that a person's moral integrity is a central aspect of that person's well-being. Therefore, leading another person to compromise their moral integrity is a fundamental injury to that person.
Some professional codes of ethics uphold the right of a member to refuse work that would compromise that person's ethical commitments even if the act in question (say, performing an abortion or developing weapons systems) is something that the profession as a whole has not ruled morally objectionable. This is a concern for the moral integrity of the members. It should be distinguished from respecting another's right of self-determination. Respecting another person's right of self-determination is done without regard for the motives of the person in exercising her or his right. S/he could be acting on whim or on moral conviction, for example. Concern for a person's moral integrity is a concern to support that person's actions in ways that are consistent with what her moral convictions and commitments, or at least to counter any attempt to force her or his to act otherwise.
2. Good Communication Skills: Nonverbal Expression: Factual information is often deduced from the words used. Attitudinal information is often assumed from the nonverbal aspects. These include the characteristics of a person's speech such as tone of voice, pace, pauses, inflection, volume, timbre and the like. They also include facial expression, direction of gaze, posture, gestures, and nearness.
Aware of it or not, we make a judgment about how genuine the other person is. To a large extent we base our judgment on the amount of agreement between what their words say and what the rest of their body says. The simplest way to handle the non- verbal aspects of expression, therefore, is to be honest and attentive. For most of us, the nonverbal aspects will then look after themselves. 5
We are often unaware of our nonverbal behavior. We often process other people's nonverbals without conscious attention. It may be difficult (and not always useful) to make this conscious.
In understanding other people's feelings, however, there are some overall patterns which can be used. Large postures, advancing gestures, threatening facial expression, loud volume, sustained eye contact together may indicate aggression. Small postures, retiring gestures, troubled or masked facial expression, low volume, and avoidance of eye contact together may indicate appeasement or withdrawal.
Expressive Skills: These are the simplest skills. You can use them to convey to another person the information to which you have access. You do this in three stages...
--first you get the other person's attention; --then you convey the information to her; 6--then you check her understanding.--You can put together the necessary information by asking yourself these questions...

--What precisely does she do or say?--What are the material outcomes for me of this behavior?
--If relevant, what do I assume she is trying to accomplish with these actions?--If relevant, what do I then feel like doing in response (that is, what is my emotional response)?--If relevant, how do I intend to act in response?--If relevant, how do I actually react?
Listening Skills: The easiest way of describing listening skills is as a mirror image of expressive skills. They are the skills needed to help the other person make a clear and unthreatening statement of her own position. You...
--give the other person your attention;--listen for understanding.
L isten
Give the other person your undivided attention as you try to understand what the problem is like for her. Listen with your eyes as well as your ears -- use her verbal and non- verbal expression to work out just what it is like to be in her position as she perceives it.
A cknowledge
Let the other person know just what you have understood her to imply verbally and non-verbally: the whole message. Make clear that this is just your interpretation.
C heck
Make sure that you understand her, by making it as easy as possible for her to amend or add to your understanding.
E nquire
Ask the questions that will help the other person to change her first answer (which probably avoids the issue, or blames, or demands) into one which gives specific information about what you have done or said, or about what she wants you to say or do.
Good Organizing Abilities: As to good organizing skills, remember the following:
People2. Finances3. Information4. Things5. Space6. Time

Creativity: Different scholars explain about creativity in different ways. But the essence of their varying explanations is almost similar. Creativity is the ability to solve problems that are worth solving. It is the ability to create knowledge. Creativity is subject-specific: it is the meta-knowledge of how to solve a specific class of problems. So there is no such thing as “raw”, undifferentiated creativity. From Human Motivation, 3rd ed., by Robert E. Franken:
Creativity is defined as the tendency to generate or recognize ideas, alternatives, or possibilities that may be useful in solving problems, communicating with others, and entertaining ourselves and others. (page 396)
Three reasons why people are motivated to be creative:
need for novel, varied, and complex stimulation
need to communicate ideas and values
need to solve problems (page 396)
In order to be creative, you need to be able to view things in new ways or from a different perspective. Among other things, you need to be able to generate new possibilities or new alternatives. Tests of creativity measure not only the number of alternatives that people can generate but the uniqueness of those alternatives. the ability to generate alternatives or to see things uniquely does not occur by change; it is linked to other, more fundamental qualities of thinking, such as flexibility, tolerance of ambiguity or unpredictability, and the enjoyment of things heretofore unknown. (page 394)
Creativity is defined as the tendency to generate or recognize ideas, alternatives, or possibilities that may be useful in solving problems, communicating with others, and entertaining ourselves and others. (page 396)
Three reasons why people are motivated to be creative:
need for novel, varied, and complex stimulation
need to communicate ideas and values
need to solve problems (page 396)
In order to be creative, you need to be able to view things in new ways or from a different perspective. Among other things, you need to be able to generate new possibilities or new alternatives. Tests of creativity measure not only the number of alternatives that people can generate but the uniqueness of those alternatives. the ability to generate alternatives or to see things uniquely does not occur by change; it is linked to other, more fundamental qualities of thinking, such as flexibility, tolerance of ambiguity or unpredictability, and the enjoyment of things heretofore unknown. [Human Motivation, 3rd ed., by Robert E. Franken ]
Five I’s of the creative process: information, incubation, illumination, integration and illustration. [Creativity in Public Relations by Andy Green (1999)]
Outgoing Nature: Be at ease with others. An outgoing person can easily make contacts.
Adjustability/Adaptability: A public relations practitioner needs to be able to understand multiple sides and synthesize their essential matters into a common essence.
Language Expertise: Language generates power, influence and control. The way it is used makes a difference.
Research Ability/Analytical Skills/Knowledgeability: Research is after truth, with the discovery of how and why things happen the way they do. Based on scientific evidence, it activates mind to see this and that, with a possible increase in examining things from different angles. Through research and analysis, one becomes knowledgeable enough to deal with people and issues. This factor is an adding value to a PR practitioner.
With the development of many of the above qualities, PR practitioners can develop their professional confidence to a considerable degree.

Media and Public Relations/Paradoxical and Critical Relations
Media is critical. Public relations has some promotional role. This is a paradox. It needs bridging. Some say there is no room for public relations in media while others say there is.

Criticism itself is promotional. Criticism and public relations can contribute to each other.

Both media and public relations are concerned with public issues. Without the existence of public, there can be no media. Media are the vehicle of practicing public relations.

Media people need freedom. PR people should respect the freedom of media.

PR people should seek truth. They should understand that media are after truth. They should give true information to media. They should give higher importance to proofs, facts, data and solid examples.

Public relations practitioners are not happy with media because of their inaccurate reporting, failure to get facts and overemphasis on unfavorable news. Similarly, media are not happy with organizations as they often send provide poor quality news releases, which are mostly veiled advertising. Independent editors cannot be happy with advertisers’ pressures that neglect editorial independence and criteria.

The healthy relationship between media and public relations practitioners can be possible with the respect for editorial independence and appreciation of the way the media are handled. If both media and businesses prioritize public interests, their relationship can also prove tremendously productive.

Neither public relations practitioners nor media people should deviate from accountability, responsibility, transparency, loyalty, truthtelling, and fairness.

Media As Tools of Public Relations
Media cannot remain viable without businesses and vice versa. Their interrelationship matters a lot even to the state and its citizens regarding the uninterrupted dissemination of news and views. State’s policymaking work and the decision-making process of the country and public in general are affected if the relationship between media and organizations is spoilt. Especially, PR people have to make their work more productive by establishing a good rapport with media people. The following media actors are to be considered in this context:

Relationship with Editors: Editors are very powerful. Their editorials are not something very ordinary. PR people should establish good relationships with them. Editors are opinion builders.

Reporters: Reporters are informed people. They gather information from various sources. They are also opinion builders. PR people should have good relationship with them.

Editorial Writers: Editorial is writing on behalf of media institutions. Audiences usually make their opinions on the basis of what editorial writers write.

Columnists: They have many topics to write about. They choose one most important topic and write about it. But if PR people can approach columnists in a proper manner, they can write about the choice of PR people or institution. But if PR people can approach columnists in a proper manner, they can write about the choice of PR people or institution.


Broadcasters: Readers and others in broadcast media have a frequent access to publics. PR people should have good relations with media people for promotional purposes.

Camerapersons: They create impressions. If PR people win the hearts of camera persons, they can win more camera shots.

Angles or Perspectives on Media and Public Relations
Media-centric Angle: This is a conservative view focusing on media activities ignoring so many important elements of public relations. Media-centrism may undermine public relations.

PR-centric Angle: According to this angle, media are only the tool, nothing else. Everything media cover is a part of public relations. All try to popularize their own sides by means of media.

Moderating Angle: This concept tries to combine PR elements and media. It is a concept based on co-existence. It is a compromising approach. Arising conflicts can be resolved with this balanced viewpoint. But conservative people think this compromise or co-existence is just a conceptual thing on paper only. But others think co-existence is nothing but a compromise. The point of this angle is that media and public relations should be viewed together or as co-existing components and not as isolated factors. Both the extreme concepts cannot be accepted because media cannot be isolated from PR properties.

Interusable Angle: This is another dimension in understanding angles on media and public relations. This is a pragmatic concept. One should know media for public relations purpose. One should know public relations for media purposes. For critical view of media, tolerance or moderation is necessary.

Critical view of media should be honored. Tolerate the media. Honor the media. Moderate the media. Be media-friendly. Take into consideration the views of media. Reacting to media should be friendly and non-aggressive. Understanding the need of media is necessary. What do media need? Do officials understand it?

Varieties of media have different ways of functioning. There is media-PR paradox, media being critical and PR being friendly. One needs to understand this paradox.

Especially, PR people should remember the following points as to their relationship with media:

PR people should be available to press to kill any confusion or suspicion.
PR people should be available to press to kill any confusion or suspicion.
Do not combine news release and order for advertising. Do not give a news release while paying for an ad.
Be careful about quotation. PR people must be careful while giving their quotation. Once the stuff is on, it’s there precaution needed. What to say or avoid.
PR people must not give any ‘off-the-record’ information.
Discriminating or playing favorite should be avoided. PR people should treat all people equally. The principle of press freedom lies there.
Do not complain against minor mistakes or misprints. Media people dealing with various people, working under pressure. It is tough and time-bound job.
Misleading a reporter should is a crime. Taking the reporter into confidence and guiding him to a wrong side is a wrong conduct. If journalists have been misled once, they won’t go to that source in the future. PR people cannot sustain by misleading a reporter.
PR people should help the media by exposing their problems and other bad things.



Ethics and Public Relations

Moral integrity provides tremendous meaning to human life. Ethics is related to moral integrity. It is a field of studying moral principles. Moral principles deal with the questions such as what is good or bad and what is right and wrong. In fact, the sense of morality is guided by one’s conscience.

Ethics is vital in any sector. Medical ethics, legal ethics, scientific ethics, political ethics, business ethics and diplomatic ethics are some areas of ethics. The ethical philosophy in any profession helps it to become more advanced and credible.

Public relations, a profession devoted to building and improving relations with people, equally require ethics. Ethical standards can help PR professionals become systematic and credible. But there also exists the possibility of the misuse of public relations practice when PR practitioners do not adhere to the ethical standards.

Unethical behavior on the part of public relations practitioners harms not only organizations and public but also the public relations profession itself. It hampers the efforts to increase and maintain the reputation of concerned organizations. Therefore, public relations practitioners and organizations must emphasize ethics education to inspire practitioners to maintain higher standards and professional status.

Theories of Ethics in PR
The following theories are relevant in PR ethics:
Responsible Advocacy [Fitzpatrick and Gauthier (2001)]
According to this theory, adopting the ideal of professional responsibility is the best way to practice public relations. The key points of this theory of ethics are:
Practitioners’ greatest need for ethical guidance is in the reconciling of their conflicting roles of professional advocate and social conscience.
Public relations professionals best serve society by serving the special interests of his or her client or employer.
First loyalty is always to clients or publics, but also have a responsibility to voice the opinions of organizational stakeholders.
This theory is mentioned in the Public Relations Society of America Code of Ethics. In the code's statement of values, it defines advocacy as:
"We serve the public interest by acting as responsible advocates for those we represent."
Enlightened Self-interest Model [Baker]
Baker proposes enlightened self-interest as a baseline for justification of persuasive communication activities. The key point of this model is that: Businesses do well by doing good to publics.
Those who propose this model use potential for profit as a basis for justifying acts that are ethical. The creator suggests that:
By behaving ethically, companies gain a competitive edge and are more respected in the marketplace.
Businesses that make a short term investment in order to behave ethically will reap the rewards in the long term.
Opponents of this model argue that self-interest cannot be a core value of public relations ethics programs because you are effectively ignoring the interests of your publics. Also, enlightened self-interest can be interpreted as just an easy way out of making difficult decisions. Ethics is about doing right where others, not just yourself, are concerned.
Two-way Communication [James Grunig]
James Grunig, one of the leading public relations scholars in the world, proposes his model of two-way, symmetrical communication as the best way to achieve ethical decisions. He bases his theory on the following assumptions:
Collaboration, working jointly with others, is a key value in ethical decisions.
The process of dialogue with different people allows for both listening and arguing.
Not everyone will get what they want, but dialogue will lead to the most ethical outcome.
This approach requires the public relations practitioner to balance their role as advocate for their client with their role as social conscience. Opponents of this model say it falls short for failing to address the question of how far PR professionals should go in counseling their clients and employers to address the needs of others. Other critics contend that two-way symmetrical public relations is an unrealistic, utopian ideal.
Attorney/Adversary Model [Barney and Black (1994)]

This model makes several assumptions as its creators attempt to compare lawyers to public relations practitioners. According to Barney and Black, these two professions are alike in two ways:
Both are advocates in an adversarial climate
Both assume counterbalancing messages will be provided by someone else.
In this model of public relations ethics, Barney and Black suggest practitioners have no obligation to consider the public interest or other outside points of view. Because they assume a counterbalancing message is someone else's job, public relations practitioners should only consider the view of their client in their decision-making process.

Those who oppose this approach to public relations ethics cite differences between the conditioners under which lawyers and PR practitioners operate. Lawyers practice in a court of law where fairness and equal representation are guaranteed. PR professionals work in the court of public opinion. Opponents say because a counterbalancing message is not guaranteed, practitioners cannot afford to overlook the public interest in ethical decision-making.

The most valuable asset of any organization is its reputation that has a direct and major impact on its well-being. All organizations, including multinational corporations, charity institutions, government departments or other institutions should work to gain public trust. Thus, the professionalism of PR professionals, who guard and mold reputation is so vital.

The major ethical guidelines approved by the Chartered Institute of Public Relations (CIPR) can be considered:
1. Integrity. Act with honesty and integrity at all times so as to secure the confidence of those with whom the practitioner comes into contact;
2. Transparency. Be open and transparent in declaring their name, organization and the interest they represent;
3. Dialogue. Establish the moral, psychological and intellectual conditions for dialogue, and recognize the rights of all parties involved to state their case and express their views;
4. Accuracy. Take all reasonable steps to ensure the truth and accuracy of all information provided to public authorities;
5. Falsehood. Not intentionally disseminate false or misleading information, and shall exercise proper care to avoid doing so unintentionally and correct any such act promptly;
6. Deception. Not obtain information from public authorities by deceptive or dishonest means;
7. Confidentiality. Honour confidential information provided to them;
8. Influence. Neither propose nor undertake any action which would constitute an improper influence on public authorities;
9. Inducement. Neither directly nor indirectly offer nor give any financial or other inducement to members of public authorities or public representatives;
10. Conflict. Avoid any professional conflicts of interest and to disclose such conflicts to affected parties when they occur;
11. Profit. Not sell for profit to third parties copies of documents obtained from public authorities;



Confédération Européenne des Relations Publiques (CERP)
A. Personal and Professional Integrity1 It is understood that by personal integrity is meant the maintenance of both high moral standards and a sound reputation. By professional integrity is meant observance of the Constitution rules and, particularly, the Code as adopted by IPRA.B. Conduct towards Clients and Employers1. A member has a general duty of fair dealing towards his/her clients or employers, past and present.2. A member shall not represent conflicting or competing interests without the express consent of those concerned.3. A member shall safeguard the confidences of both present and former clients or employers.4. A member shall not employ methods tending to be derogatory of another member’s client or employer.5. In performing services for a client or employer a member shall not accept fees, commission or any other valuable consideration in connection with those services from anyone other than his/her client or employer without the express consent of his/her client or employer, given after a full disclosure of the facts.6. A member shall not propose to a prospective client that his/her fees or other compensation be contingent on the achievement of certain results; nor shall he/she enter into any fee agreement to the same effect.C. Conduct towards the Public and the Media1. A member shall conduct his/her professional activities with respect tot he public interest and for the dignity of the individual.2. A member shall not engage in practice which tends to corrupt the integrity of channels of public communication.3. A member shall not intentionally disseminate false or misleading information.4. A member shall at all times seek to give a faithful representation of the organization which he/she serves.5. A member shall not create any organization to serve some announced cause but actually to serve an undisclosed special or private interest of a member or his/her client or employer, nor shall he/she make use of it or any such existing organization.D.Conduct towards Colleagues1. A member shall not intentionally injure the professional reputation or practice of another member. However, if a member has evidence that another member has been guilty of unethical, illegal or unfair practices, including practices in violation of this Code, he/she should present the information to the Council of IPRA.2. A member shall not seek to supplant another member with his employer or client.3. A member shall co-operate with fellow members in upholding and enforcing this Code.


PR TOOLS
Besides mainstream mass media and their wide-ranging capacity, other basic tools and techniques available to PR professionals are event management (exhibitions, conferences, product launches, etc), controlled media (press releases, newsletters, brochures, video, websites, discs, films, house journals, etc).

Press releases
A press release is a written statement distributed through media by a certain institution or individual to inform public about a particular issue or event. It has been considered as a fundamental tool of public relations. Journalists usually understand press releases as news releases or press statements. PR professionals of a company usually write the press release in the way a reporter writes a news story: structuring the story with a sequence of order of importance as well as by containing vital information in the lead paragraph. Reporters who obtain press releases from organizations can quickly make news stories depending on the quality of those who have designed them. But it is unethical for journalists to copy verbatim from the releases. They have to concentrate on the essential points and get their implications. Or journalists can further search information when the release arouses suspicion and questions.

Mechanics of Press Release
Sample Press Release Format
Writing a press release requires you to write a persuasive story that will compel journalists and consumers to take action. Our sample press release format is just a guide for the structure of a press release, but keep in mind that any story can be told from many angles. Try visiting the news sections of industry leaders Web sites or go to the newswires and see how others are telling their stories.
Headline: Create an active and descriptive headline that will capture the reader’s attention. The headline should appeal to journalists as newsworthy.
Summary: Write a summary of your press release that helps clarify the headline, and describes what the press release is about. While not all press releases have a summary, if you are distributing your press release to PR Leap it must include a summary.
Lead Paragraph
Body (Answer the Where, When, Who, and What)City, State - Month Day, Year - Organization Name - Answer the “what” in the rest of this paragraph.
Include Quotes: After the first paragraph of the body it is a good idea to include at least one quote from an executive that discusses why this is an important news event. Add credibility to your press release; identify the people you quote using their title, and company name in addition to their name.
Answer the Why and the How: The second paragraph of the body should connect the first paragraph to more detailed information about the “why” and the “how” of the news event. Additional paragraphs should contain supporting information, industry statistics, and quotes.Call to Action: The last paragraph is where you can make a call to action. This is your opportunity to prompt your target audience to do something. It can be as simple as “To sign up for a PR Leap account visit http://www.prleap.com/sign_up.html”.
### (Use three number signs to denote where the press release ends)
Corporate Summary: Include a short summary about your organization.
Contact Information: Include the contact information of a person the media can follow up with. (Name, Company Name, Phone Number, E-mail Address, Company URL)
Another press release sample template:

Note: The three #'s mark the end of the press release.



Special Uses of Public Relations
Government PR
The government is set up by people. It must work for people because it represents them. The basic philosophy of any state is for public wellbeing. The money government gets for doing things using state authority comes from people. When that money is misused, it is against the norms of democracy. When state authorities misuse properties based on people’s contributions, it is the violation of democratic principles and state laws. In government, public relations specialists are called press secretaries, information officers, and public affairs specialists. But just the arrangement of a government spokesperson is not adequate for its better public relations practices. Public addresses by the prime minister and other ministers have PR elements but government PR is beyond public addresses and spokespersonship.

There is no other better way to boast the government image than to apply democracy in people’s daily life. While keeping the majority of people deprived of their basic human rights to food, shelter and clothing, greater declarations and paper commitments cannot promote government reputation. For the guarantee of people’s right to food, shelter and clothing, the basic rights based on which people can climb up superior political and socio-economic ladder, the government must guarantee education, employment and health. Only then spending billions on preaching about human rights becomes worthwhile.

In Nepal, neither the government does understand people nor people do understand the government. There is always a doubtful and wait-and-see relationship between the two. The government represented a limited class while the majority were treated as passive followers. The government loses its basic meaning if it does not have good rapport with people. Contradictions and conflicts do not get transformed in a country where government and people remain antagonistic forces.

Nepali government offices have been sharply and commonly criticized for extremely poor PR status. Wine and dine culture is so common among government departments and foreign-funded projects but people’s attitude and opinion towards them are not that encouraging. Government departments spend a large amount of money on seminars and workshops.
Lobbying
In the 1840s, the members of the British public used to go to the Central Lobby of the parliament for talking to MPs about their issues. Many point out the possible origin from there the concept of lobbying. Americans claim they used the term first. However, the Oxford Univesity Press claims that the activity of lobbying gets its name from the Lobby in the British Parliament at Westminster, a large hall where people can meet and talk to Members of Parliament. Official government briefings to journalists, sometimes still called lobby briefings, which now take place at Downing Street, used to happen in the Lobby and lobby correspondent used to be the title of the political journalists accessible to MPs and were responsible for parliamentary news and analysis.
Lobbying is a conscious effort made to achieve a desired result, especially from government authorities as well elected officials. Lobbying is a technique of presenting one’s views effectively. It is a method of getting public support. There are both good and bad issues to lobby for or against. It is a way of attracting attention of politicians and others. It is a right in democracy.
Lobby groups: Generally lobby groups are formed with certain purposes. Some may be permanent while others may be temporary. They try to influence government policies, corporate policies or public opinion. A lobby group hiding its true purpose and support base is termed as a front group.
Various pressure groups approach members of parliament to influence them in lawmaking. Pressure groups, which have their own identity, create public opinion.

PR people should use lobbying as a tool to create public opinions or their support.

Types of Lobbying
Lobbying at individual levels: Individuals practice their lobbying skills at individual levels as per their individual capacity. They try to mobilize community representatives. They try to persuade their contacts to accept a concept or issue. Martin Luther King, Mahatma Gandhi, Nelson Mandela are some figures well known for individual lobbying. But they also led their organizations. Individual lobbyists greatly depend on their conscience. They are more ethical and committed to humanistic values. But the possibility of misuse of this power cannot be ruled out in mundane life.

Team Lobbying: A team formed for a temporary period may also lobby on certain issues. Delegations, a team of victims, a team of local community representatives may engage in team lobbying.
Organizational Lobbying: When lobbying takes place at an organizational level, it is organizational lobbying. Issues are lobbied through organizations on behalf of target communities or recipients of services. Experts and good communicators within an organization take the lead in organizational lobbying. Organizations have their own vision, mission and strategic goals and objectives. Organizations lobby depending on them.
Special Interest Lobbying: A multinational corporation may hire professional lobbyists and assign them to lobby in their favor. Animal rights advocates may lobby for a bill in favor of animals. Goals are limited in this type of lobbying. It may not be favorable to many others. When the water corporation’s employees lobby for privatization after a guarantee of their job and facilities, that can be considered special interest lobbying. Similarly, homosexuals for lobby for a bill favorable to them. As far as special interests are concerned, their lobbying is for themselves and it may not represent the majority wellbeing.
Public Interest Lobbying: This type of lobbying is highly emphatic of public issues. Public wellbeing is the focal goal of public interest lobbyists. They prioritize public wellbeing; commercial institutions may feel their own interests being undermined through public interest lobbying.
Specialist Lobbying: This type of lobbying is done by specialists or experts of concerned disciplines. Non-experts are not involved in this lobbying. Ordinary people’s interests may be represented through specialist type of lobbying. When doctors, engineers, pilots or constitutional experts lobby to influence the job of policymaking and lawmaking in their concerned disciplines, it is specialist lobbying.

In fact, there are diversified purposes of lobbying. Generally, political lobbying and business lobbying are common. Political lobbying aims at influencing lawmakers on certain issues while business lobbying primarily aims at the House approval of the business-friendly bills. Experts and pressure group leaders can lobby for or against certain issues. They can influence the law-making process of the country. There are lobbying for genuine public interests, lobbying for vested political interests, lobbying for electoral objectives, lobbying for ethnocultural groups and more. There are diversified purposes of business lobbying. There are lobbying for business tycoonistic interests, lobbying for improving competitive environment and lobbying for getting the House bills approved in commercial favor.

Lobbying happens at different levels: village, district, regional, national and international levels. Local, national or international mass media, press conferences, seminars, interaction programs, hearing sessions or public hearing programs, court cases and more can be lobbying tools.

Various interest groups are involved in lobbying. They exercise as much as they can to influence public policies. They plan and manage lobbying campaigns. There is also the role of coalitions lobbing because it makes lobbying more pressurizing and powerful. Especially public affairs lobbying, if well-integrated with media campaigns, can produce good results in favor of people. This type of public affairs lobbying is the weakest in Nepal. Public interests are appallingly undermined. Therefore, involving both the publics and mass media in public interest lobbying is today’s vital need.

According to wikipedia, there are currently around 15,000 lobbyists in Brussels (consultants, lawyers, associations, corporations, NGOs etc.) seeking to influence the EU’s legislative process. Some 2,600 special interest groups have a permanent office in Brussels. Their distribution is roughly as follows: European trade federations (32%), consultants (20%), companies (13%), NGOs (11%), national associations (10%), regional representations (6%), international organizations (5%) and think tanks (1%), (Lehmann, 2003)


Financial PR
Financial public relations is also known as investor relations. It is aimed at communicating on behalf of corporations or organizations with the components of the financial sector, mainly investors and potential investors. Financial public relations serves the purpose of maintaining the financial value of a concerned company. The four main publics for financial public relations practitioners are investment analysts, financial journalists, institutional investors and the general public that have bought shares.

Finance is a highly important sector. Nothing happens without investment. Investment is a way of generating economic power. More investment generates more money. But blind or misinformed investment does not only degenerate a country’s economy but also contributes to mass poverty and political and socio-economic contradictions to avoid any blind or misinformed investment, it is necessary to build up a culture of counting on scientifically processed and analyzed financial information.

Quality analysis of financial information spreads among the financial community a sense of confidence prior to investment. Equally, it helps investors to make accurate decisions. For rich and uninterrupted flow of financial informant amidst various stakeholders of society, financial PR has a great role to play. Creating a harmonious environment and a sound understanding among financial stakeholders is the chief purpose of financial PR. The harmonious relations and sound understanding among various financial stakeholders result in the highest productivity of investment. The higher the financial productivity becomes, the better the situation becomes in all other sectors. Ultimately, the nation’s overall position in the international market becomes stronger and well-footed.

Crisis PR
Crisis is a difficult situation in which decision-making is highly complicated. Crisis results from human activities as well as the nature. During the State of Emergency in Nepal (2001), mass media faced difficult times. They had to be very moderate in their coverage. They had to provide people facts and human rights messages in their coverage. Many journalists suffered due to their commitment to factual coverage. A more difficult situation was faced by Nepali journalists and media after King Gyanendra took over power through 2/1 coup d’etat (2005). The security forces directly invaded different mass media and imposed white terror on publics, including nation’s brains. Even in such difficult situations, Nepal’s mass media were doing their best to inform the Nepalis about issues and events. Amidst threats and attacks from the organized forces of state, they relied on people and continued informing them. They managed their crisis by depending on publics and adhering to the principle of informing people. This is an example of crisis PR. Besides, thousands of journalists themselves took out to the streets supporting and empower the all-out movement against autocracy. In the crisis period (especially when the nation was heading towards the climax of crisis), it was natural for journalists to project themselves as ‘citizens first, then journalists secondly’.

Crisis emerges at other times as well. Human beings are generally engaged in their self-sustaining efforts and have little time to be mentally and materially prepared to face unknown crises. However, some pragmatic assumptions definitely help one to face crises comparatively more effectively. When publics are ignored or harmed during crisis period, it is not possible for organizations to maintain good public relations.
Defining what constitutes a crisis is central in the development and implementation of a crisis communications plan. If your organization has established the point at which a crisis communications plan is activated, it is far more likely that your plan will play a productive role in helping your organization quickly emerge from crisis with its reputation intact.DPK Public Relations, a Texas-based PR firm defines crisis asA crisis is an unexpected event or series of events that spiral out of control, disrupts normal operations and causes intense and unwanted public scrutiny that harms or threatens to harm the organization's reputation.

Some of the useful tips for crisis PR are as follows:
Immediately inform public about the crisis./identify the disaster, facts and figures about it/its location
Mobilize concerned apparatus in affected areas as a primary response./actively participate in rescue operations./collaborate in relief work.
Collect data of victims/ design preliminary rescue measures./meet victims in the field and console them.
Shift people of affected areas to a safer place.
Make relief available and urge for relief./as far as possible, set up on-the-spot treatment camps.
Maintain smooth communication about the ongoing rescue and relief.
Be alert about the essential things like food, drinking water, shelter and medicine.

The above tips are more relevant for natural disasters such as landslides.
When a media house undergoes a period of intense disputes between the owners and workers, the following tips could be relevant:
Inform about the crisis./be prompt in dealing with the crisis.
Be alert to avoid losses.
Maintain calmness
Advise management about the level and type of crisis
Consult legal experts regarding the crisis.
As crisis varies, an acute conflict is another type. In the situation of conflicts, the following tips could be somewhat useful:
Keep communication and negotiation channels open./don’t hesitate to invite and honestly talk to stakeholders.
Give public accurate and undistorted information so that they can also suggest constructively and accurately.
Start communication at first (a small ‘hello’ or ‘a cup of tea’ could mean something great).
Bring the conflicting parties to negotiating table./Recognize and respect the existence of the other side.
Use local resources as far as applicable.
Identify the underlying roots of conflicts.
Do honestly what is immediately possible.
Use the proven and relevant techniques used in other countries.
Use humanitarian approaches.

Media can greatly help people and the nation during crisis period. They can immediately disseminate information to public. They can alert the government, NGOs and other institutions. They can also campaign for fund-raising. Media can also alert people against any possible proximal damages or threats.

Corporate PR
The PR practices in a corporation refer to corporate PR. A corporation is a business entity with high level legal recognition. It is different from individual or partnership enterprises. The word corporate originated from the Latin word corpus meaning body. Thus, the corporation in modern business world is like a body with all the necessary organs. For the smooth functioning of it, it has to follow certain laws and rules of the state and has to hold some social responsibility. The corporation is like a human being that can be brought to the court when necessary. Its ownership can be transferred. Its properties have to be dealt with on the basis of legal provisions define by the state.

Corporate business varies as per needs of society. Some PR firms also work as corporate industries. For example,

These days, one so often talks about corporate social responsibility (CSR). Mallen Baker sees CSR as about how companies manage their business to produce an overall positive impact on society. A company cannot stand alone. There are so many variables, direct and indirect, involved in the activities of the company. For instance, employees, shareholders, customers, raw material suppliers, marketing agents, salespeople, government, NGOs, financial analysts, consultants and communities. They are also publics on the other side. The corporation has to deal with them with good communication skills.

Baker believes the European model of corporate responsibility is more relevant. It is much more focused on operating the core business in a socially responsible way, complemented by investment in communities for solid business case reasons:
Social responsibility becomes an integral part of the wealth creation process - which if managed properly should enhance the competitiveness of business and maximize the value of wealth creation to society.
When times get hard, there is the incentive to practice CSR more and better - if it is a philanthropic exercise which is peripheral to the main business, it will always be the first thing to go when push comes to shove.
Public Relations Practices in the Media Sector of Nepal
Public relations in the media sector of Nepal vary from media to media. Most of the media houses do not have a separate PR department; however, they have PR practices at different levels in different forms. Yet, it is not as mature as in advanced countries.

There is no debate among journalists that journalists, through what they write or edit, are engaged in PR practices because they production directly or indirectly affects their audiences.

Media houses themselves, instead of depending on any particular employee or a team, at times organize various programs to directly reach their publics so as to create a positive impact.

Nepali media have been carrying out their PR in various ways. Some of the obvious ones are stated as follows:
Nationwide poll on political issues/ Media coverage on public issues/Sponsorship of public programs
Vox pop, SMS polling, feedback, news about helpless people
Focus on local incidents, cultural and tourism festivals
Readers’ letters/column writing/ collecting listeners’ and viewers’ comments/live telephone conversations with audiences
Notice about missing children free of cost through media/Free matrimonial ads
Supplementary issues on weekends
media involvement in book and educational fairs/various contests
Door-to-door subscription campaign and lowering rates/distributing free calendars to subscribers
Nationwide tour package of media representatives

Tips for Developing PR in Media Sector
Almost all of the journalists unanimously agree that mass media can boost their image by disseminating accurate and true information of public importance. They stress on media credibility. The following tips would be useful for media to develop their PR:
Serve people, not vested interests.
By serving people with right, balanced, and unbiased information, media can win people’s faith.
Conduct a periodical door-to-door media research campaign
Support community programs financially and materially
Media need to give up partisan politics
Adhere to ethical guidelines.
Set up a separate PR department./need to invest in PR
improve internal PR to improve external PR/maintain good relationship between media owners and its journalists/employees.
Pay adequate attention to feedback.
Media professionals need to build up their rapport with commoners to understand them better.
Journalists need to bear in mind that there is no better PR than their own reliability.

In brief, media professionals, as they have a frequent contact with publics, are all-time PR practitioners deployed to boost their brand image.


Public Issues and Public Relations
What is public?
The word ‘public’ has different connotations. The public for one side may not be the public for other sides. Interests conflict one another, so do definitions or perceptions regarding the word. Marxists view the majority of workers and peasants as the public or mainstream public. Authoritarian rulers may view their flatterers and order-carriers the principal public. For feudals, ordinary people may be of secondary value. A handful of co-conspirators may be public for them. The way of understanding the meaning of public depends on time, space and context.

What is an issue?
An issue is something you have in your head to think or to speak or to write about or to act on. It is a problem. It is something that demands your attention. It is related directly or indirectly to your life.

An issue has potential to generate mental and physical power. It unites or divides people. It links or isolates people and institutions. Issues arise originally from human mind that always interacts with the world. They help idea generation as well as help to promote one’s intellectual maturity. All issues are not developed in a natural. Some issues are forcefully fabricated.

What is a public issue?
There is nothing non-public in this world. Even family life becomes public. Family issues become public. But there are certain demarcations between public issues and private issues. Public issues cross the boundary of personal life. Thousands of individuals’ personal issues, when they are similar in nature, can change into public issues. A unique and inspiring happening in a person’s life becomes a topic of interest of many other people. A person’s remarkable achievement becomes an issue of public discourse. An individual, holding a public post or authority, may misuse his/her public authority for personal purposes. It becomes a public issue because what the person does personally affects the general public. Thus, what a public figure thinks and does affects public. A US president’s private sex affair becomes a public issue because it is related to someone with a public authority’s public decency or morality.

Human rights are public issues. Right to life is the most important human right. Rights to food, shelter, clothing, education and health are basic human rights. In absence of these rights, sense of equal human dignity, a prioritized issue, cannot develop. Besides, there are many common agenda of citizens specific to particular countries.

Relationship between public issues and PR
All organizations, be they private, nongovernmental or governmental, belong to a national territory populated by publics. People belong to differing political ideologies, religious faiths and socio-economic statuses (educational, health, cultural, health etc.). they have diverse requirements. Their requirements give a base and a breath to private or other organizations. Private and other organizations have to listen to publics to exist or sustain. A private dairy company has to be sensitive for public health. Its products must meet the prescribed health standards. The same applies to government institutions. Thus, no one can escape social and public responsibility. This is the basic truth every PR professional has to bear in mind.

As organizations or individuals cannot successfully perform their activities without the recognition by publics, it becomes essential for them to establish a good rapport with publics. Neither commercial nor a nonprofit organization can ever think of thriving in absence of public relations. Organizations and individuals need to maintain their relationship with people, be they consumers or just free users or participants, people.

Handling Public Issues from PR Perspectives
Handling public issues requires a sharp perception of public issues first. Although a PR professional has to be loyal to the organization s/he serves, it does not mean the organization can do anything without considering whether it does good to or harms publics. The organization has to follow the nation’s laws that are aimed at public good. Therefore, a PR professional, as per the declared commitments of an organization, has to deliver good things to publics. Intentionally harming publics and benefiting oneself is against the PR ethics.

Public Relations in Developing Countries
The UN systems have discriminated member nations. There is a serious psychological division among them. Some think they are advanced or developed nations, eligible enough to impose tier policies on the others known as developing or underdeveloped nations. Some think they are developing or underdeveloped nations deserving seas of grants and loans (and even waive-offs).

The UN bodies such as the World Bank and the UNDP prescribe certain doses for developing nations. But the prescribed does have not worked. And they keep on prescribing still newer doses. These world bodies have become like doctors loyal to pharmaceutical companies.

World Bank reports simultaneously indicate the continuous economic growths and the growth in mass poverty in the developing nations. The reports attribute this situation to illiteracy, ill-governance and inefficient management. This means developing nations have not been able to manage by themselves. Thus, multinational corporations go to manage developing nations, which have rich resources but poor management systems. World Bank, IMF, ADB and similar bodies promote their loan industries through their PR, especially through lobbying. Generally, the leaderships of the developing nations unquestionably accept the terms and conditions of the loans.

Today, poorest countries like Ethiopia, Somalia, and Nepal possess American M-16s to suppress their starving citizens or their internal uprisings. The external PR of war industry appears successful. But both the internal and external PR in developing nations appears weaker as they have not been able to build a good rapport with their people on the one hand and as they have not been able to establish their rights in the international markets. The developing nations have become more dumping sites for the advanced nations than international competitors. Merely sales campaigns cannot be true PR. Many developing nations have lost their image because of all-pervasive corruption, all-cancerous. Even the most professional PR remedy becomes helpless unless the nations’ political thoughts and behavioral culture are set right.

It is essential for the developing nations to develop their public relations skills in order to grow faster in the international market. First, they have to have good PR at home and based on good internal PR, they should promote their international PR. If they can develop their PR, they can manage their resources, human and natural.

Nepal, equipped with world’s beautiful mountain ranges and rich resources, has not been able to promote her access to the international market because her promotional and relational communication is poor. Result-oriented diplomacy requires much PR. Occupying posts and not yielding necessary results is an irony since the waste of people’s money results in national losses. Developing a sense of accountability is a big challenge for the Nepalis genuinely interested in the mapping of a new Nepal. Sense of accountability is not something to preach about but something to demonstrate in actions. This process starts from the most conscious ones with the clearest perception of issues.