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Who
Stepped In It
Betraying Trust: In the public relations business, loyalty is a precious commodity coveted by CEO's and business leaders. The currency of their conversations is trust. The CEO counts on his or her public relations professional as a consultant, sounding board and trusted advisor to navigate fickle publics, aggressive media, and instantaneous, worldwide communications.
Last week former White House Press Secretary Scott McClellan released his book presenting a less than flattering view of his former boss, who is also the President of the United States. This is a perfect example of what not to do when you have a seat in the boardroom and are trusted.
Like an attorney-client relationship, good public relations consultants know what happens in the board room stays in the board room. When the doors are closed and bad ideas are raised, THAT'S the time to address them and resolve them -- BEFORE improper actions are taken.
If any employer insists on doing something inappropriate, deceptive or illegal, it's easy to find the door without guilt. Many PR consultants do. A recent client of mine wanted me to conduct a wide-ranging slur campaign against another company. That client was dropped immediately. I was out a fair amount of money - no big deal. The world is loaded with great clients and business people.
Top-notch public relations consultants owe their clients loyalty in every respect regardless of where they stand in the lifecycle of their employment.
Good PR consultants view their clients as clients for life. Much like a family member, good friend, or clergyman, when a client confides in you, you have an obligation to maintain that loyalty and trust. When you're on the inside, you take it to the grave.
If you need attention, you're in the wrong business. Being a PR consultant is not about you; it's about the CEO, the organization, and its publics.
If you're a public relations professional with a desire for writing books, you should change careers now, pick good subjects and enjoy a long career. Otherwise, you'll write one tattletale book and be done.
Once you sell out the boss, how long do you think your PR career will last? PR consultants live and die by reputation. Would you want Scott McClellan on your team?
About Rourk Public Relations
Rourk Public Relations provides PR consultants to clients in Norfolk, Virginia Beach, Chesapeake and throughout Virginia. |
