From the 1940’s when Edward Bernays coined the term “public relations counselor” practitioners have used concepts that support both good causes and bad activities.  Bernays demonstrated his skills in campaigns that got woman to smoke tobacco.  The ability to misuse communication principles and mass psychology techiques led to efforts by public relations professionals to establish ethical boundaries and codes.

One of the upcoming programs of the Idaho chapter of Public Relations Society of America (PRSA) is going to feature the 2009 CEO and Chair of PRSA Michael Cherenson talking about “The business case for PR.”

So why DO businesses need public relations?  Don’t PR people have a pretty sleazy reputation?  Don’t they exaggerate, mislead and manipulate people and information?   Why would any business want to use PR agencies or people?

According to Cherenson in a recent video, a professional public relations counselor brings an ethical code of behavior and practice to a business. Every business needs ethical standards for business practices.  Without honest methods of handling information and promotion, a business may lapse into deceptive advertising or predatory practices.  PRSA members pledge themselves to a code of ethics whose first principle is to “protect and advance the free flow of accurate and truthful information. “   It is a voluntary pledge, but one that the Public Relations Society of America cultivates in its members.

Idaho Chapter of PRSA members pledge themselves to honest and accurate information programs, to avoid deceptive practices by disclosure of competing interests and to decline representation for clients that require activities contrary to the code.  On May 6, Michael Cherenson will be in Boise to discuss the “Business Case of Public Relations” with area public relations counselors and communications professionals.  Information on the luncheon is available on the Idaho PRSA website. http://www.prsaidaho.org

Michael Cherenson

Cherenson will also discuss public relations with area CEOs and business leaders at an invitation only breakfast May 6 in Boise.  Contact Sydney Sallabanks, 2010 Idaho PRSA president, if you have questions.

Based on his video, Cherenson will outline business and a “passion for relation”, a need for strong writing and verbal skills and ways to cope with the new social media technology.