{"id":6,"date":"2016-05-06T16:25:48","date_gmt":"2016-05-06T16:25:48","guid":{"rendered":"http:\/\/patrickjacksonpr.com\/?page_id=6"},"modified":"2016-06-14T13:12:38","modified_gmt":"2016-06-14T13:12:38","slug":"%ef%81%afrole-of-public-relations-pj-philosophy","status":"publish","type":"page","link":"https:\/\/patrickjacksonpr.com\/?page_id=6","title":{"rendered":"Role of Public Relations:  Pat believed &#8230;"},"content":{"rendered":"<p><em>&#8220;If public relations is not involved, a major opportunity to promote the philosophy of relationships that motivate behavior will be abdicated to others. We have a responsibility to be as deeply committed &amp; fully involved as possible -because relationships are the basic currency of public relations.&#8221;<\/em> Pat Jackson<\/p>\n<ul>\n<li>Pat believed that any profession exists only by public consent and that<strong> public relations provides an overriding social benefit when people have a voice<\/strong>. His ideal was Jeffersonian democracy. Public relations becomes a true profession when it brings people in touch with organizations, ideas and leaders. Every organization needs a person who can listen to what people are thinking and bring about harmonious relationships.<\/li>\n<li>Harmony is an outcome of public relations practiced over a long time. On the way, there is room for conflict and conflict management. Harmony by itself, however, will not be effective unless it is part of a process of mutually beneficial behavior, such as buying products and coming to work. When real trust develops it is a sign that we have done our job properly. <strong>Trust arises from only one thing, and that is consistency.<\/strong> You can&#8217;t profess to have an open communication policy and then stonewall when there&#8217;s bad news.<\/li>\n<li>Harmonious relationships -not just relations -fortified with trust require<strong> coauthorship, which was a favorite concept of Pat&#8217;s. It is the win-win idea<\/strong>, in contrast to the victory syndrome. An organization must become so close to its publics that its policies, products and stands on issues reflect the thoughts of key publics. (He seemed to prefer the word publics to stakeholders.) Don&#8217;t,\u00a0however, pander to publics. Create enough understanding so they can participate in an\u00a0organization&#8217;s thinking. Then tum some of the decision-making authority over to publics.<\/li>\n<li>Pat criticized management schools for creating anti-human systems. It is the <strong>role of public relations\u00a0to help overcome that tendency reminding managers that their communications role is to transmit\u00a0not only information but emotions and intuition<\/strong>.<\/li>\n<li>Pat wasn&#8217;t worried about being criticized for manipulation &#8211; didn&#8217;t Freud say life begins with\u00a0manipulation (getting mother to feed you)? But he believed in going the whole way on <strong>the\u00a0hierarchy of effects (one of his favorite\u00a0models) to seek changes in behavior.<\/strong> Thus\u00a0he spoke of behavioral public relations, an\u00a0idea he continually pursued.<\/li>\n<li>Public relations people need high self-esteem,\u00a0not ego titillation. They rarely get praised,\u00a0even if they deserve it. <strong>Our role is to serve\u00a0as catalysts.<\/strong> Although we must have enough\u00a0ego to achieve maximum impact, he strongly\u00a0believed &#8220;if you need a lot of ego\u00a0gratification, get out of PR.&#8221;<\/li>\n<li>Pat said <strong>we should all be proud to be public\u00a0relations practitioners<\/strong>. His life was dedicated to\u00a0that belief. He once said he was glad <em>pr reporter<\/em>\u00a0wasn&#8217;t just a business, but a mission. As its\u00a0editor, he faithfully attended to each issue for 25\u00a0years and sought to advance new ideas of a field\u00a0he saw as performing a vital social role.<\/li>\n<\/ul>\n<p>&#8212; Otto Lerbinger, <em>pr reporter<\/em> publisher, professional colleague and friend writing in\u00a0<em>pr reporter<\/em> September X, 2001.<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>&#8220;If public relations is not involved, a major opportunity to promote the philosophy of relationships that motivate behavior will be abdicated to others. 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