Journalism & Communication
Pages 4 (1004 words)
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1. Principles of Public Relations (PR) As defined, Public relations practice is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organization and its publics (www.ipr.org.uk) The practice of Public Relations however has not always been viewed unfavorably.


a) Truthfulness – does not only stating the facts. Being truthful meant avoiding slanting the facts to create a false and an inaccurate impression out of the actual facts. This is principle is crucial to dispel the negative connotation about the PR profession. b) Authenticity – meant being true to the profession. As differentiated from truthfulness, the PR practitioner must practice the craft with lofty objectives aside from the self-interest of its client. It meant practicing the profession with utmost integrity that the recipient of information conveyed by the practitioner should benefit those who receives it. c) Respect- meant the placing of proper value or importance to the public who will consume the information that the PR practitioner will dispense. It meant that in the practice of the craft, an ethical PR person should strive to provide better choices among its audience and to foster understanding instead of misinformation. d) Equity – meant the fair practice of the PR profession. It meant that a PR professional should not take advantage those who are in a less privilege situation in advancing its PR objectives. ...
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