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The debate surrounding Public Relations activity and business ‘kudos’ is becoming
increasingly an issue in the public domain. Some notable business disasters emanating
from the events surrounding Baring’s Bank and Enron, as well as other ‘gaffes’ like
Gerald Ratner’s infamous ‘knocking’ of his own products as ‘crap’ have led to a
heightened spotlight for greater visibility and accountability.
Can we blame PR for creating an angry public? We are becoming a much more
litigious society and feel that ‘blame culture’ and having easy scapegoats are the
norm. A Marketing Communications analyst recently writing in The journal of
marketing communications’ rather provocatively entitled his article ‘this company
sucks .com’ where he inferred that with the advent of instant gratification through the
world wide web that companies are laying themselves open constantly with feedback
channels on line for people to always complain!
Surely the argument should be that in a pluralistic society PR is about giving ‘voice’
where the voice gives authority, credence and value to ‘groups’ and ‘publics’ who
may well share as well as having different values. The result of this phenomenon’ is
that, rightly so, self-preservation comes through ‘self-presentation’ where we can
deduce the ‘attention for advantage’ syndrome.
The concluding notions about PR values and roles in a modern society should centre
on engagement with its publics. PR is very much the ‘voice’ of mass-mediated
interests and opinions. Sometimes there is a blur with the increasing emphasis
probably driven by ‘American’ society‘s preoccupation with ‘commit to nothing,
admit to nothing approach’ to anything contentious. However these ‘voices’ are
always persuasive by intent whether they are heard as the self-rampant publicist or the
‘Victor Meldrew grumpy old man’ protagonist.