I read a great blog post at InternshipRatings.com the other day. In it, Beth Settje talked about how it was important for PR interns to remain true to themselves when they leave the learning environment and move into the real business world. Key to Beth’s article was walking away from (or not even interning at) a company whose ethics and morals didn’t sit with the student’s own.
The reason I enjoyed this post so much was that it said everything I believe in on how the industry I love needs to change. For too long the PR industry has had a negative reputation. A lot of the time I have to actually agree with the disparaging points made – poor ethics, dubious facts to push a product or service and questionable practices from a non-regulated industry are just some examples.
That’s not to say that every PR agency or professional is like this – thankfully. Unfortunately, in an industry tied to promotion, branding and reputation, the bad examples tend to get more press than the good examples. Additionally, the bad examples can also ruin a client and this is where our industry differs from so many others.
Which is why Beth’s article lifted my hopes. If the new PR professionals of tomorrow are being taught the value of ethics and transparency today, it can only bode well for the PR industry as a whole. Like any industry, much of the faults with PR lie with agencies and professionals that have worked a certain way, are only in it for what they can get, and to heck with the client or anyone else.
The new breed of PR professionals can change this mindset. There are already changes in thinking underway, by both professionals and agencies alike. Fresh views often equal fresh beginnings – here’s hoping today’s interns can influence tomorrow’s workplace.
Of course, it needs the owners of these static agencies to be open to change and a different way of thinking, and not all will be. But if they want the PR industry to survive in a marketplace where social media is taking away many of the traditional PR roles, then they’d do well to listen to these new voices.
Copyright © 2008 Press Release PR. If you wish to reprint this article, please list an author credit as “Danny Brown / Press Release PR” and link the credit to http://www.pressreleasepr.com
3 Comments
December 1, 2008 at 7:20 pm
Reading a post like this makes me feel so optimistic! I’m currently in the middle of a post-graduate public relations program that is encouraging all of us to do exactly what you describe here. I’m excited to be part of a new generation of PR professionals dedicated on making a positive impact on the field. Thanks for the post and the link to Beth’s article!
March 18, 2009 at 2:52 pm
The struggles of young professionals in the industry however, reach far beyond ethics. Gen Y is socially responsible and innovative. And during the next few years it’ll be so important for these folks to garner the respect they deserve from their peers–no egos involved (on both ends).
We will see the boutique agencies (and even the power houses) who listen to each other, and combine their skill sets and knowledge, suceed. The old fashioned PR mentality of the buttoned-up “I’m too good for you”, “my way or the highway” and “daddy know’s best” are out.
Thanks the post.
July 4, 2009 at 2:47 pm
I found a site that posts reviews of press release services. Thought you might be interested. I always find it difficult to choose which service to go with and the site helped me so maybe it will help others. It’s at http://www.pressreleasereviews.com.