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Baker and Martinson (2002) articulated them as such; a) Truthfulness – does not only mean the “literal truth”. It is the practitioner’s dissociation from creating false and dishonest impressions out of factual statements. To be truthful is essential to ethical persuasion inherent in the profession of public relation. b) Authenticity – is consistent with being truthful. It meant practicing the profession with personal integrity. In launching a campaign or any persuasive effort, the practitioner must bear in mind the motive of such persuasive effort that it should transcend beyond the raw self-interest of the client. In observing authenticity, the practitioner should ask itself whether the “publics” will believe the message and if they will benefit if they accept the message. c) Respect- meant that the audience or “public” should not be treated as a mere means towards the client’s self-interest. The persuader or the PR professional should bear in mind that in the practice of the craft, he or she should facilitate better understanding and provide good choices among its audience. d) Equity – the PR practitioner should be fair to the audience. ...
2. Functions of PR I am interested with I am interested with the community relations function of the PR practice. I am interested with it because it puts me in a position to wield opinion and foster goodwill in the community. I am interested with this function because I am able to facilitate communication and understanding not about the product or the institution that I represent but it also enables me to shape the opinions and perspective of the people. When done ethically, PR has the power to uplift the people from the sinking ignorance and can cast light and understanding during the time of disbelief and skepticism. 3. Significance of the article to the field of public relations The article chosen is significant as it addresses and illustrates the current trend on how information are being shaped and reshaped by an interaction between the public and the information institutions. It shows that perspectives, public opinion and public relations are now shared mutually both by the public and information agencies through the Consumer Generation Media (CGM) which were before belongs to the sole discretion of the companies. In short, the articles’ significance is its relevance on how media is currently being shaped and reshaped by the new platforms such as blogs, social networking sites, websites, media sharing and etch which is used by the generation that I belong and how we are now being empowered by such platforms. 4. Significance of the article to the specific function of public relations The article illustrated how information institutions and companies have changed with the introduction of Consumer Generated Media. The creation and distribution of information is no longer the sole function of the media practitioners as technology has empowered ...Show more


To paraphrase Cutlip, Center and Broom (2000, qtd in Noble and Watson, 2005), “Public Relation is the management of function that identifies, establishes and maintains mutually beneficially relationships between an organization and the various publics on whom its success or failure depends (22).”…
Author : norwoodbarrows
Public Relations
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