When I first started in public relations, my mentor Dave Close gave me some great advice:
Every interaction you have with the media or a client, your reputation either goes up or down. The agency’s reputation goes up or down. The client’s reputation goes up or down. Make sure what you are doing makes it go up.
The one thing he didn’t say is that the industry as a whole has its reputation impacted as well. Ethical professionals always work to raise the reputation of the profession.
PRSA addresses this in its Code of Ethics when it discusses “Enhancing the Profession.” The Code states:
“Public relations professionals work constantly to strengthen the public’s trust in the profession.”
The intent is to build ...
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