C'est la Vie

In light of dualing deaths in the proverbial family, in Circles will not be cast this week. Please come back next week when things mellow out.

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The Masses are Asses

Is there more to being honest than just not lying?
PR is one of those careers that is necessary, but carries with it a dark side similar to that of defense lawyers. People need to be protected from the law, and there is an oath to pursue that end to the best of your ability. Companies need to be protected from the public. There is much truth in the adage “the masses are asses.” That being said, the company doesn’t always have to be deceitful. Unfortunately this requires that you believe that being honest means not lying. That’s where people get hung up. The public demands the whole truth, but the whole truth is unknowable. All that can be delivered is as much of the truth as possible. Even journalists don’t reveal all that they know. They choose what’s important and what’s not. The difference is that journalists work for the public interest, and PR representatives work for the corporate interest. Neither is right or wrong in its perspective, but will frequently be in conflict.
People who are masterful in PR are spin doctors by trade, and should be able to twist their way out of compromising situations. In this case I would have to tell the chief officer that it is my job to protect the company’s public image. Lying to the public is not a way to gain its trust. When the deceit comes out it will be more costly to the company than a recall. If there really is no proof (yet) of the connection between the deaths and the flaw, and if more time is needed to issue a recall, the public can be addressed accordingly. It is important to remember that your job as a PR rep is to protect the company’s image, not the CEO’s career.
The ethics of PR and defense lawyers spin enough for all of us. We’ll close the circle here.