One of the most challenging, fascinating things about being a public relations practitioner is delivering messages on behalf of unpopular causes. It’s also something that’s very unique about our role.
Finding a balancing act is a great challenge. Yes, it’s our duty to influence the public, and perhaps at the very least make your audience think critically, or think about an issue they wouldn’t normally have discussed. But what if the story we need to communicate is for an unpopular cause? What if the public knows that our product is harmful– how do we overcome that messaging challenge?
In a recent class lecture, my professor stated: “The burden of responsibility for connecting inevitably falls on us, for we are the ones attempting to communicate.” This quote has stuck with me, and as long as I’m in public relations, it’s a quote I will remember.
So how do we overcome messaging challenges? In some cases, the solution can mean pushing our own pride and beliefs aside in order to best convey the message of the client. In some cases, yes, that may make the PR practitioner the “bad guy,” but it’s the nature of the business. Sometimes it’s about setting aside your own opinion in order to deliver the best possible message for your client (or your brand), and sometimes using different strategies to achieve it.
That raises the question of responsibility. While communicators have an obligation to represent the best interest of our clients, communicators also have a responsibility to serve the greater public good, as well as the interests of all stakeholders. Like any profession, communications can become problematic when practitioners push moral and ethical concerns aside in order to accomplish objectives. Maybe a reasonable M.O. for communicators is to avoid any actions or messages that could border into grey area.
Food for thought here. This is something I’ve questioned in the past on this blog, but with all of the personal blogs professional communicators have, should we be sharing our opinions? Or is it up to us to remain neutral in a world of opinions so as to make yourself a more appealing communicator for a potential client?
Image: Thanks gillespinault
Hi there! I’m Catherine. I’m a 20-something public relations professional and grad student in Chicago, and just like my blog says, I’m into communication, sports, politics, and all of life’s little moments.