Everybody loves Brigid, the noble and adventurous groundhog featured in the Small Adventures logo.
How could you not? She's the epitome of what solid work ethic and quiet, observational strength we bring to this wild and wacky game of PR.
And there is more! Let's weave a little more into Miss Brig's story, ok?
Did you know people refer to groundhogs by many different names? Their scientific name is Marmota Monax, but they can also be called woodchucks, thick wood badgers, and whistle pigs.
Just as each groundhog's name reflects a different aspect of its nature and behavior, PR professionals take on diverse roles and responsibilities, each with unique ethical considerations. This diversity underscores the importance of their work.
Groundhogs, regardless of the names they are called, maintain their true nature and characteristics. This parallel can be drawn to ethically practicing PR professionals who stay true to their core values.
Just as groundhogs burrow and build carefully thought-out homes deep underground, we, as experienced PR professionals, must always dig deep to ensure the PRSA Code of Ethics is reflected in our work. Applying the core values of Advocacy, Honesty, Expertise, Independence, Loyalty, and Fairness in our work is not just a duty but a significant role we play for our clients and the quality of work we deliver.
Determining the most ethical path is only sometimes obvious. Even small nonprofits and solo practitioners can have significant ethical concerns.
Is the news release you want to send offering too much sensitive information or insufficient to provide a clear picture of your situation, campaign, or issue?
Did you send a media advisory promoting an attending influencer only to have them cancel, but you still need the media to cover your event?
A much-anticipated campaign flopped across all objectives, and it's time to present the results at your quarterly board meeting.
Apply the PRSA Code of Ethics to these situations, and solutions become apparent even if they require courage to implement.
Be the advocate of your content. Make sure it's managed carefully and with integrity. Solid media relationships can help you handle the information carefully, get the right message, and operate within an ethical framework.
Take the time to build the right relationships with the influencers in your chosen area. If you have someone of equal gravitas to replace your speaker, ask them to step in. Be honest with your media contacts, and send a short correction notice if time allows. Plus, using that reporter's favored method of contact, let them know there has been a change personally. Respect their time and be fair about the changes. Open communications with your media contacts go a long way to building credibility.
Never, ever inflate numbers or present a campaign as more or less effective than it was. Eventually, everyone experiences some type of failure in planning and executing a campaign. By glossing over the results or burying the issue, you will lose credibility, your reputation could be at stake, and valuable learning lessons will be lost. Expertise is developed through successful and not-so-successful experiences.
Small Adventures Communications brings these values into our professional interactions with clients, media outlets, and the public we all serve. If you are ready to see how ethical, thoughtful messaging, strategic public relations, and a holistic approach can transform your business, get in touch today so we can discuss the next steps.
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