What is a PR Principle?

This course is called Public Relations Principles.  You will learn PR principles in the course.  So what then is a principle?

The American Heritage Dictionary (2003) describes principle as a basic truth, law, or assumption, as in the principles of democracy.  Also, it is a fixed or predetermined policy or mode of action, thus a way of doing something.  In addition, it is described as a rule or law about how something functions.
 
Wordnet (1997) provides a similar definition for principle, indicating that it is a basic generalization that is accepted as true and that can be used as a basis for reasoning or conduct.

In this course we will be using the word to describe rules or guides we can use to practice public relations.  

Robert Wood (1988) wrote about his experiences in public relations.  Each section began with a principle and then an example followed of the principle in practice.  For example, he gives the following guide (or principle) for dealing with the news media.  “If the press and broadcasters are beating on you relentlessly, try a gamble.  Set up a direct, face-to-face meeting between your top people and your very worst critic in the media” (p. 57).  He then tells about how he used this approach for Kodak at a time when they were having press troubles.  Another principle: “It is important to not only have clear PR objectives but also to measure, if possible, how well you have achieved them” (p.93). Wood tells how he applied this principle in assisting the American Bankers Association fight an unfair proposal for change in tax law.  

P.T. Barnum  

All public relations practitioners follow principles, even if they don’t call them that.  Even the earliest press agent, Phineas T. Barnum, used principles that are still used today. Although P.T. Barnum used distortion, unnecessary exaggeration, and misleading statements in promoting his circus and other events, he practiced some techniques of effective publicity and public relations that are still valid.  Here are some of the principles he followed.  a) He used opinion leaders to spread the word. b) He connected products and services with community interests. c) He created public interest through controversy.  d) He offered the public something of value. (Wilcox et al, 2003, pp. 29-30)

Our textbook is full of facts and other information.  Amidst all of the details are some real gems, which are guides that you can use in doing public relations.  I would like you to look for these as you work through the course material.  You will use these principles throughout your career.  It might be a good idea to start a list, separate from your other notes, of the principles you come across in this course.

References:

The American Heritage Dictionary of the English Language, Fourth Edition.
( 2000). New York:  Houghton Mifflin Company.

Wilcox, D.L., Cameron, G.T., Ault, P.H. & Agee, W.K. (2003). Public Relations Strategies and Tactics, 7th Edition.  New York: Allyn and Bacon.

Wood, R.J. & Gunther, M. (1988). Confessions of a PR Man. New York: New American Library.
 
WordNet 1.6, (1997) Princeton, NJ:  Princeton University.

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