PR Basics in a Connected World
By Ann M. Streetman
Copyright 2011 Ann M. Streetman
Smashwords Edition, License Notes
This ebook is licensed for your personal enjoyment only. This ebook may not be re-sold or given away to other people. If you would like to share this book with another person, please purchase an additional copy for each recipient. If you’re reading this book and did not purchase it, or it was not purchased for your use only, then please return to Smashwords.com and purchase your own copy. Thank you for respecting the hard work of this author.
Chapter 6 On-Camera Interview Preparation
This book is written for people who need to refresh their basic public relations (PR) skills for today’s fast-paced 24/7 news cycle and for people just beginning their work in PR. I have purposefully avoided most industry jargon.
When you tune into radio and TV talk shows, you are likely to hear someone describe an official’s actions as a “smart public relations move,” or a “public relations disaster.” A commonly used phrase is someone has a “tin ear.” In other words, the person doesn’t seem to grasp how his or her words and actions will be perceived and received by others. Good public relations practitioners do understand how their own and their client’s words and behaviors will be perceived and received by others. They have a basic instinct for it and can turn this talent into solid strategies and tactics mutually beneficial to their clients and the publics (audiences) they address.
Scholars and public relations practitioners since the early 1900s have had a hard time pinning down a solid definition of PR. In fact, there have been many definitions.
In 1982 the National Assembly of the Public Relations Society of America adopted the following definition, “Public relations helps an organization and its publics adapt mutually to each other.” (Public Relations Society of America website: www.prsa.org)
This book includes strategies and resources for your own practice of PR.
When I became an independent communication consultant in the late 1990s, the Internet had not yet permeated our personal and professional lives. At that time we did understand that a business website was necessary, even if it were never visited. That web address had to be on the stationery and business card.
Soon a new phrase burst into our vocabulary: “Google it.” We luxuriated in our new empowerment, not noticing the overall digital direction. With blogs, media websites, and social media came the real 24-hour news cycle and the inevitable consequences: democratization of information. Smart people have always known that information is power. Now anyone with a computer and Internet connection or a smartphone has a lot of power. Public officials, politicians, corporate spokespersons, journalists, and public relations practitioners who provide information can expect fast feedback. It’s hard to get away with inaccuracies and half-truths. That’s a positive development.
It’s a good time for public relations practitioners and other professional communicators to review and take to heart the following Public Relations Society of America Member Statement of Professional Values (PRSA.org).
“PRSA Member Statement of Professional Values
This statement presents the core values of PRSA members and, more broadly, of the public relations profession. These values provide the foundation for the Member Code of Ethics and set the industry standard for the professional practice of public relations. These values are the fundamental beliefs that guide our behaviors and decision-making process. We believe our professional values are vital to the integrity of the profession as a whole.
ADVOCACY
We serve the public interest by acting as responsible advocates for those we represent. We provide a voice in the marketplace of ideas, facts, and viewpoints to aid informed public debate.
HONESTY
We adhere to the highest standards of accuracy and truth in advancing the interests of those we represent and in communicating with the public.
EXPERTISE
We acquire and responsibly use specialized knowledge and experience. We advance the profession through continued professional development, research, and education. We build mutual understanding, credibility, and relationships among a wide array of institutions and audiences.
INDEPENDENCE
We provide objective counsel to those we represent. We are accountable for our actions.
LOYALTY
We are faithful to those we represent, while honoring our obligation to serve the public interest.
FAIRNESS
We deal fairly with clients, employers, competitors, peers, vendors, the media, and the general public. We respect all opinions and support the right of free expression.”
As the digital age moves forward, the opportunities for free expression continue to explode and to help keep us honest.