It's sometimes hard to believe that people still refer to public relations as nothing more than publicity or a marketing tactic. A worse characterization is the public relations is intentional deception, spin and communications associated with this are called "just PR."
Part of that is because there are bad practitioners who perpetuate this negative conception. But such practitioners often don't have a full grasp of PR and should not be the sum total definition of the field. Also, much deceptive communication comes from CEOs, lawyers and other professionals in organizations and it should not be labeled PR if such bad practice is carried out by others.
But there's good news. A recent study involving interviews with 30 seasoned public relations professionals shows that having a complete and accurate understanding of public relations not only leads to ethical PR, it shows how the PR function serves as the ethical conscience for the entire organization.
Read more in my latest blog post for GRBJ.com.