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Come
on, trust me! |
 Knowing what's right and
what's wrong doesn't
always make it simple
for PR practitioners to
behave ethically.
And the news is full of
recent examples in which
someone either crossed
the line — or walked
right up to it.
Was it ethical for the
Whole
Foods chairman to
trash Wild Oats, an
acquisition target,
anonymously in online
discussion groups?
How about fake advocacy
groups like Working
People for Walmart,
founded by a major PR
firm for its client ...
you guessed it, WalMart.
On September 20, I was a
panelist in a forum
sponsored by PRSA's
Philadelphia Chapter in
which we grappled with
the issue of ethics in
PR. The event was
recorded by my old
friend,
Steve Lubetkin, APR,
Fellow PRSA.
Steve's an old dog ,
like me, who keeps
learning new tricks —
like his Webcasts of
this and other events. See the Webcast >>
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To read this issue of
Update online:
http://www.thePRguy.com/theprguynews1007.htm
To read past issues:
www.thePRguy.com/archive.htm
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Does doing good do
good to the bottom line?
In a public opinion poll
I conducted in September
for a major healthcare
system,
2,847 adults said "Yes!"
Results of the study
demonstrated that people
who believe a hospital is "most
dedicated to creating a
healthier community" are
two to 20 times more
likely to say that the
hospital has the
best heart care, doctors
and nurses and most
advanced technology. So
how does this connect
with the bottom line?
People who say a
hospital is "most
dedicated ..." also are
much more likely to say
they'd trust it for
themselves or family
members for a serious
condition that requires
hospitalization.
And, eight in ten say
they tell their doctors,
still the greatest
influencers in choice of
hospital, which hospital
they prefer. |
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Featured
Download
Building Relationships with
Community Opinion Leaders: Why,
Who and How
You don't have to be an expert
in communication research to
know that people, not
media, move the dial on public
opinion. Call them key
leaders, opinion leaders,
thought leaders, lighting rods
or power poles, one American in
ten tells the other nine how to
vote, where to eat and what to
buy. They are
The Influentials. If
your work involves shaping
opinion or public policy, you
need to know who they are and
how to reach them. This
37-page white paper is available
in my
online store for $125 or
you, as an Update
subscriber, can download it
free.
Get the Whitepaper >> |
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You Reading?
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for details.)
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Workshop
Effective Media Relations |
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The highly evolved skills that
most successful executives use in their
work often are not the skills
they need to be successful at media
relations. In fact, they're most likely
backwards. This
intensive four- to six-hour workshop
shows high-level corporate
executives what's missing in their
current approach to interacting with
news media and gives them
hands-on experience with building
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members of the Fifth (and, now, the
Sixth) Estate. Includes the Zen
principles for answering questions and
David Kirk's Seven Commandments.
More >> |
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