Public Relations Analysis Essay Example

values that promote balanced loyalty and fair exchange of ideas can be a more effective solution. It is important to note that PR professionals are bound to ethical obligations, beginning with the preservation of personal integrity, followed by fulfilling commitments to clients by utilizing their expertise in their best interest. Additionally, practitioners are obligated to uphold their organization's objectives and strategies. They must also adhere to professional and occupational standards, which reflect on the reputation of their peers. Lastly, PR practitioners should consider the needs and desires of society as a whole.

The main concern for individuals working in PR is to fulfill their duties without worrying about being monitored. According to Bernays, PR can be categorized as an "applied social science" that utilizes various fields of study, including psychology and sociology, to strategically manage the thoughts and actions of a vast and unorganized public (Tye, 1998, p.317).

The Public Relations Society of America (PRSA) established the "Professional Standards for the Practice of Public Relations" in 1950, preceding the current Code of Ethics which was last modified in 2000. Tymson and Lazar (2006) identified six key standards as "Sponsorship, Integrity, Proficiency, Sovereignty, Allegiance, and Equality." The six code provisions consulted with encompass "Open stream of knowledge, Competition, Disclosure of Information, Assurance, Divergence of concerns, and Improving the work." Modern public relations involves various techniques which incorporate these principles, including surveys and focus groups to evaluate public opinion. These are combined with advanced procedures such as internet communication, database-driven faxes, and other methods to promote a client's interests. The PRSA states that fields such as "communication arts, psychology, sociology, political science, economics, and the principles of management

and ethics" are necessary for certified practitioners. Scientific expertise is essential for tasks like outlook study, public affairs examination, media associations, organizational promotion, motion picture making, exclusive proceedings, and productions.