The Power that Binds

Every profession has some tie to a form of philosophy. “Law is equated with justice; medicine with the duty to render aid. Journalism, too, has…the communication of truth” (Patterson & Wilkins, 2014, p. 21). Public Relations seems to encompass a strategic approach to each of those philosophies while encompassing ethics. Technological advancement has thrown the abilities to adhere to these codes into chaos. Is it still considered rendering aid if a doctor performs a mercy killing or keeps a child on life support for years? What does the advancement of technology mean for those of us in public relations?

It is not a secret that technology enhances our lives and the roles we play in our professions. For example, computer databases and online services allow public relations professionals to monitor issues through social media, conduct primary, secondary, and tertiary researches, and review subtle changes in public opinion. Using technology, a PR professional no longer needs to rely on the media alone to get their message out, especially in a time of a crisis. Where it was once known for the public relations department to approach the media during a crisis to get their word out, the use of websites, social media, e-mail, and the like can get the first message to the public in a controlled form of media. But Jeff Ghannam sees it differently: “We need to be plugged in – I understand that – but I think we are beginning to suffer from a backlash and we are losing personal connections that are so important to our business” (Jones, 2014, 1:55 – 2:13). In short, while the availability of technology certainly makes gathering data and communication easier it comes at the sacrifice of personal involvement.

Our philosophical principle of ethics can be compromised when overlooked during the employment of technology. In media relations, “journalists preferred to receive information via email” (Johnson, 1997, 218) which, while making communication faster/easier, removes the personal touch from between the public and journalists. Technology just shows the lack of personal touches that are important to social development – in relating to the public. It is pertinent that you constantly remind yourself that technology has a time and place. While it is important to utilize technology to do what needs to be done faster and more efficiently, do not let it come at the sacrifice of a personal touch. Our personal touch directly correlates to our philosophy of ethics – put the technology in your hands but don’t let it bind them.

References

Johnson, M. (1997). Public Relations & Technology: Practitioner perspectives. Retrieved October 27, 2016, from http://www4.ncsu.edu/~mjohnson/pdfs/publicrelationsandtech.pdf

Jones, M. (2009, May 14). Technology: Public Relations blessing or curse? Retrieved from https://www.youtube.com/watch?v=KRJi1b8VRmI 

 Patterson, P., & Wilkins, L. (2014). Media ethics: Issues and cases. Dubuque, IA: Wm. C. Brown.