The book, states "the public relations practitioner serves as an intermediary between the organization that he or she represents and all of that organization's publics. Consequently, the PR practitioner has responsibilities both to the institution and to its various publics. He or she distributes information that enables the institution's publics to understand its policies. Although the PR role "should," reflect a social responsibility as well as a synergy with the company one must remember, loyalties usually lie with the one that signs the paycheck.
There seems to be many differing views of exactly what PR is. Any company that is in business is practicing PR whether through...
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...hin any company is managed and operated by that company, not the public. Those that have worked in public relations know that in order to keep a job one has to be dedicated to the company. Ethics is a great word but ethics will not pay the bills. Most companies are Machiavellian in nature meaning that they are in business to make money no matter whom or what gets in the way. We can try to romanticize public relations with words like public service, ethics and conscientiousness but it's certainly not very ethical to hide behind these niceties and mask the true nature of what it really is. Spin-doctoring.
University of Phoenix, ed. This is PR. 8th Ed. University of Phoenix custom edition e-text. Thomson/Wadsworth, 2004. MKT/438--This Is PR. Resource. University of Phoenix. 6 Dec. 2004 <https://mycampus.phoenix.edu/secure/resource/resource.asp>
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