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Journalism & Communication
Pages 4 (1004 words)
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).”
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. ...
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