{"id":1561,"date":"2018-10-10T10:04:28","date_gmt":"2018-10-10T10:04:28","guid":{"rendered":"https:\/\/www.writersghana.com\/?p=1561"},"modified":"2018-10-10T10:04:28","modified_gmt":"2018-10-10T10:04:28","slug":"this-is-pr-frederick-the-great-gives-the-realities-of-public-relations-a-definition","status":"publish","type":"post","link":"https:\/\/writersghana.com\/index.php\/2018\/10\/10\/this-is-pr-frederick-the-great-gives-the-realities-of-public-relations-a-definition\/","title":{"rendered":"\u201cTHIS IS PR\u201d- FREDERICK THE GREAT GIVES THE REALITIES OF PUBLIC RELATIONS A DEFINITION."},"content":{"rendered":"<p>By Isaac Ato MENSAH<\/p>\n<p>Accra-\u00a010 October, 2018.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-1571\" src=\"https:\/\/writersghana.com\/wp-content\/uploads\/2018\/10\/pr-10.jpg\" alt=\"\" width=\"196\" height=\"257\" \/><\/p>\n<p style=\"font-weight: 400\">The history of modern Public Relations practice affords many glorious and distasteful examples.<\/p>\n<p style=\"font-weight: 400\">The latter include public health disasters (for example, cigarette smoking and cancer) and armed conflict (example, the Iraq War).<\/p>\n<p style=\"font-weight: 400\">PR practice is not the preserve of specially trained and certified people, for, PR is human communication itself.<\/p>\n<p style=\"font-weight: 400\">\u2018You cannot not communicate\u2019, says the axiom of communication, which means all humans communicate and whatever they communicate, verbal or otherwise, will be analysed and acted on.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-medium wp-image-1567\" src=\"https:\/\/writersghana.com\/wp-content\/uploads\/2018\/10\/PR-4-300x152.jpg\" alt=\"\" width=\"300\" height=\"152\" srcset=\"https:\/\/writersghana.com\/wp-content\/uploads\/2018\/10\/PR-4-300x152.jpg 300w, https:\/\/writersghana.com\/wp-content\/uploads\/2018\/10\/PR-4.jpg 315w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><\/p>\n<p style=\"font-weight: 400\">The negative effects of modern PR practice which has its roots in the USA, are still with us.<\/p>\n<p>Today, Public Relations Ethics is a mandatory topic in virtually every PR course.<\/p>\n<p style=\"font-weight: 400\">Given the current milieu of PR ethical breaches around the world, perhaps it is time we returned to Europe, to the Aufklarung\u2026the Enlightenment\u2026..for some guidance.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-1568\" src=\"https:\/\/writersghana.com\/wp-content\/uploads\/2018\/10\/pr-11-1.jpg\" alt=\"\" width=\"206\" height=\"245\" \/><\/p>\n<p>\u2018My principal occupation is to combat ignorance and prejudice\u2026to enlighten minds, cultivate morality, and to make people as happy as it suits human nature, and as the means at my disposal permit\u2019, says Frederick the Great, the \u00a0FREDERICUS of Prussian discipline.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-1565\" src=\"https:\/\/writersghana.com\/wp-content\/uploads\/2018\/10\/pr-2.png\" alt=\"\" width=\"223\" height=\"226\" \/><\/p>\n<p>Does this quotation not qualify as a definition of PR?<\/p>\n<p style=\"font-weight: 400\">Does &#8216;&#8230;to combat ignorance and prejudice&#8230;to enlighten minds&#8230;&#8217; not emphasise the importance of public relations research; gathering and processing facts and evidence before engaging our stakeholders and publics?<\/p>\n<p style=\"font-weight: 400\">How else do we enlighten the mind but by a daily didactic learning, which is a systematic, combative engagement of our ignorance and prejudices?<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-1583\" src=\"https:\/\/writersghana.com\/wp-content\/uploads\/2018\/10\/pr-14.jpg\" alt=\"\" width=\"201\" height=\"251\" \/><\/p>\n<p style=\"font-weight: 400\">Is this not the much respected &#8220;two-way communication model&#8221; used to distinguish PR from Advertising which is viewed as one-way communication?<\/p>\n<p style=\"font-weight: 400\">Is the methodological procedure required to obtain data to combat ignorance not what makes PR more of a science rather than an art?<\/p>\n<p>Does it not fit into the definitions that emphasise the &#8220;two-way symmetrical model&#8221; where FREDERICUS says \u2018&#8230;to make people happy&#8230;as the means at my disposal permit\u2019?<\/p>\n<p>Does \u2018&#8230;as the means at my disposal permit\u2019 not suggest equality and mutual respect while working working within your employer&#8217;s organizational goals and expectations?<\/p>\n<p style=\"font-weight: 400\">And when you top it all with \u2018&#8230;to enlighten minds\u2026cultivate morality&#8230;\u2019 as your dessert, does it not offer us a full seven course dinner?<\/p>\n<p style=\"font-weight: 400\">After all how did Edward Bernays, the acknowledged father of modern Public Relations define his practice which today we seek to emulate?<\/p>\n<p style=\"font-weight: 400\">Bernays stated, \u2018Public Relations is the engineering of consent\u2019 in his book,\u00a0<em>Crystallizing Public Opinion<\/em>\u00a0(1923).<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-1564\" src=\"https:\/\/writersghana.com\/wp-content\/uploads\/2018\/10\/pr-9.jpg\" alt=\"\" width=\"260\" height=\"194\" \/><\/p>\n<p style=\"font-weight: 400\">Unfortunately Bernays&#8217; PR practice record led to many immoral and disagreeable results.<\/p>\n<p style=\"font-weight: 400\">I have performed a content analysis of at least 30 Public Relations definitions, none of which <em>explicitly<\/em> mentions morals or ethics; the focus is always on emphasising the activities, functions or roles of PR.<\/p>\n<p>The website of the International Public Relations Association (IPRA) says, \u2018\u2026.when in the late 1940s several Dutch and British public relations (PR) practitioners discussed the notion of organizing public relations professionals into a transnational society\u2026.the objective was to raise standards of public relations practice worldwide and improve the quality of PR practitioners\u2026IPRA was formally established in London on\u00a01 May 1955\u2019.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-1569\" src=\"https:\/\/writersghana.com\/wp-content\/uploads\/2018\/10\/PR-3.png\" alt=\"\" width=\"285\" height=\"177\" \/><\/p>\n<p style=\"font-weight: 400\">Given the relative youthfulness of modern PR and the international body the IPRA, Ghana at Independence in 1957 could only have inherited a limited or nascent public relations practice from the colonial establishment, as compared with say, teaching practice or nursing training.<\/p>\n<p>\u2018How to square achieving organizational goals with serving the public interest is a conundrum lying at the heart of PR\u2019, says<em>\u00a0<\/em>Paul Seaman, CEO of West PR-Seaman<em>\u00a0<\/em>at\u00a0<a href=\"http:\/\/www.ipra.org\/\">www.ipra.org<\/a>.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-1563\" src=\"https:\/\/writersghana.com\/wp-content\/uploads\/2018\/10\/pr-1.png\" alt=\"\" width=\"259\" height=\"194\" \/><\/p>\n<p style=\"font-weight: 400\">Seaman, in his article, <em>Definitions of PR: Keeping it Honest<\/em>, disagreed with the Canadian Public Relations Society&#8217;s (CPRS) definition for PR.<\/p>\n<p style=\"font-weight: 400\">He opined, \u2018It may be best to leave the public interest out\u2019 of the CPRS&#8217;s campaign for global adoption of their definition.<\/p>\n<p style=\"font-weight: 400\">On the other hand, many PR practitioners opt for simplicity by asserting that PR is defined by its practice; PR is what PR does; a two-way model will always remain an impractical ideal because he who pays the piper calls the tune.<\/p>\n<p style=\"font-weight: 400\"><em>This is PR: The Realities of Public Relations<\/em>\u00a0by Doug Newsom\u00a0<em>et al<\/em>, is a famous PR book that has gone through at least 14 editions from 1976 to 2013.<\/p>\n<p>All these 14 editions including online versions updated regularly have documented the best practice of PR for over 40 years, especially in America, where Bernays gave the discipline its modern parameters and academic literature.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-medium wp-image-1584\" src=\"https:\/\/writersghana.com\/wp-content\/uploads\/2018\/10\/pr-13-300x115.jpg\" alt=\"\" width=\"300\" height=\"115\" srcset=\"https:\/\/writersghana.com\/wp-content\/uploads\/2018\/10\/pr-13-300x115.jpg 300w, https:\/\/writersghana.com\/wp-content\/uploads\/2018\/10\/pr-13-768x295.jpg 768w, https:\/\/writersghana.com\/wp-content\/uploads\/2018\/10\/pr-13-425x163.jpg 425w, https:\/\/writersghana.com\/wp-content\/uploads\/2018\/10\/pr-13.jpg 792w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><\/p>\n<p style=\"font-weight: 400\">Using Doug Newsom\u00a0<em>et al<\/em> as an honest guide, we can agree with Seaman when he says, \u2018The honest PR would admit that PR [practitioners] dress up A as B\u2019.<\/p>\n<p style=\"font-weight: 400\">If we accept Seaman\u2019s perspective, that PR is defined by its practice, then each practitioner needs a personal definition, a moral and intellectual guide that will ensure that (her)his conduct, heart and conscience are all free of scandal.<\/p>\n<p style=\"font-weight: 400\">The practitioner\u2019s working definition of PR; the practitioner\u2019s moral and intellectual guide to the best practice of PR has been eloquently and succinctly provided by King Frederick the Great (24 January 1712 \u2013 17 August 1786).<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-1562\" src=\"https:\/\/writersghana.com\/wp-content\/uploads\/2018\/10\/pr-12.jpg\" alt=\"\" width=\"299\" height=\"169\" \/><\/p>\n<p>\u2018My principal occupation is to combat ignorance and prejudice\u2026to enlighten minds, cultivate morality, and to make people as happy as it suits human nature, and as the means at my disposal permit.\u2019<\/p>\n<p>PR practitioners in Ghana do not have a nationally accepted definition because the Institute of Public Relations Ghana (IPR-Ghana), &#8216;the sole\u00a0professional body for Public Relations practitioners in Ghana&#8217;, does not have any.<\/p>\n<p>Is IPR-Ghana ready to adopt this definition as an alternative definition of PR?<\/p>\n<p style=\"font-weight: 400\">They should, as a matter of urgency.<\/p>\n<p>&nbsp;<\/p>\n<p>Feedback;\u00a0<a href=\"mailto:ato@writersghana.com\">ato@writersghana.com<\/a><\/p>\n<p><em>Writers and Shakespeares Ghana Limited exists to be a moral and intellectual guide to the best practice of PR and integrated communications around the world, beginning with Ghana. \u00a0\u00a0<\/em><em>\u00a0<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>By Isaac Ato MENSAH Accra-\u00a010 October, 2018. The history of modern Public Relations practice affords many glorious and distasteful examples. The latter include public health disasters (for example, cigarette smoking and cancer) and armed conflict (example, the Iraq War). PR practice is not the preserve of specially trained and certified people, for, PR is human communication itself. \u2018You cannot not communicate\u2019, says the axiom of communication, which means all humans communicate and whatever they communicate, verbal or otherwise, will be analysed and acted on. The negative effects of modern PR practice which has its roots in the USA, are still with us. Today, Public Relations<a class=\"more-link\" href=\"https:\/\/writersghana.com\/index.php\/2018\/10\/10\/this-is-pr-frederick-the-great-gives-the-realities-of-public-relations-a-definition\/\">Read More &rarr;<\/a><\/p>\n","protected":false},"author":5,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2}},"categories":[1],"tags":[],"class_list":["entry","author-atowritersghana-com","post-1561","post","type-post","status-publish","format-standard","category-uncategorized"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>\u201cTHIS IS PR\u201d- FREDERICK THE GREAT GIVES THE REALITIES OF PUBLIC RELATIONS A DEFINITION. - Writers &amp; Shakespeares Ghana Limited<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/writersghana.com\/index.php\/2018\/10\/10\/this-is-pr-frederick-the-great-gives-the-realities-of-public-relations-a-definition\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"\u201cTHIS IS PR\u201d- FREDERICK THE GREAT GIVES THE REALITIES OF PUBLIC RELATIONS A DEFINITION. - Writers &amp; Shakespeares Ghana Limited\" \/>\n<meta property=\"og:description\" content=\"By Isaac Ato MENSAH Accra-\u00a010 October, 2018. The history of modern Public Relations practice affords many glorious and distasteful examples. The latter include public health disasters (for example, cigarette smoking and cancer) and armed conflict (example, the Iraq War). PR practice is not the preserve of specially trained and certified people, for, PR is human communication itself. \u2018You cannot not communicate\u2019, says the axiom of communication, which means all humans communicate and whatever they communicate, verbal or otherwise, will be analysed and acted on. The negative effects of modern PR practice which has its roots in the USA, are still with us. 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The history of modern Public Relations practice affords many glorious and distasteful examples. The latter include public health disasters (for example, cigarette smoking and cancer) and armed conflict (example, the Iraq War). PR practice is not the preserve of specially trained and certified people, for, PR is human communication itself. \u2018You cannot not communicate\u2019, says the axiom of communication, which means all humans communicate and whatever they communicate, verbal or otherwise, will be analysed and acted on. The negative effects of modern PR practice which has its roots in the USA, are still with us. 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