Government agencies use public information systems to promote services. Corporations use public information systems to promote products and services. People use public information systems to promote themselves, their ideas and others.
Public information systems vary from one entity to another and have evolved over the last century to fall into activities known as public relations.
Dictionary.com defines public relations as "the actions of a corporation, store, government, individual, etc., in promoting goodwill between itself and the public, the community, employees, customers, etc. 2. the art, technique, or profession of promoting such goodwill."
It is very important to note that the dictionary defines public relations as promoting goodwill; however the general practice and perception is that goodwill is derived from the product or service that is promoted. This creates a dichotomy; what comes first?
By adopting a postmodern view, we can easily say that needs of people are great and product and services to improve lives are welcome; however they must be offered in a way that the goodwill implied reaches all, benefits all, and marginalizes no one.
Public relations professionals are placed in unique situations that allow them to become the social conscience of the organizations or clients that they represent. This means the public relations professional must hold themselves to high moral standard and share their value system with their organization. They must also be involved with internal and external stakeholders aware of misunderstandings, implied or purposeful that would marginalize any person or group of people and always ready to take steps to rectify the situation and ensure it doesn't happen again.
I find it interesting that a service organization, Rotary International, has captured this essence in four sentences that are recited every time a Rotary Club meeting is held. Called the Four Way Test, Rotarians - businessmen and women around the world - affirm to each other and themselves:
Of the things we think say or do
- Is it the TRUTH?
- Is it FAIR to all concerned?
- Will it build GOODWILL and BETTER FRIENDSHIPS?
- Will it be BENEFICIAL to all concerned?
Postmodern perspectives ask that we as human beings act in a way that benefits humanity. Public relations professionals can do this by:
- Being suspicious of metanarratives that are said to define history, culture and practice
- Question those who seek power
- Critique our own beliefs
- Assert personal responsibility and initiative
