This week in my PR case studies course we read a book called "Do the Right Thing," by James Hoggan with Richard D. Littlemore.
It was an easy read. Hoggan takes different case studies, and analyzes them to come up with PR strategies and tactics that can help individuals grow as a practitioners. Hoggan also leaves the reader with lessons that should stay with practitioners throughout their careers.What stuck out in my head after reading the book were the golden rules. #1 Do the right thing. #2 Be seen doing the right thing. #3 Don’t get #1 and #2 mixed up. These golden rules are the simple but most overlooked rules in PR.
Today’s public simply does not trust the media. We have created mistrust and doubt with the public, but Hoggan explains different methods in rebuilding their trust and sustaining a good reputation about yourself and maintaing credibility.
Oil companies and Big Tobacco companies know that the public does not trust them. They consistently lie to the public for their own gain. Over the years oil companies have told us they were looking for new resources for clean, reusable energy but they weren’t. They paid officials and regulators to tell the public that they were doing the right thing, but subsequently they weren’t. Big Tobacco companies told the public that cigarettes are not harmful, and to add some sort of security to their claims, they hired scientists and doctors to sell the lie to the public for the right price.
Hoggan is trying to expose them for lying to the public and cutting deals with doctors, scientists, politicians and regulators.’ In the book, Hoggan says oil companies are endangering our system of democracy. If other companies join the bandwagon of lying, finding the truth will be difficult.
Hoggan & Associate's blog http://www.hoggan.com/blog/, also is another resource for a breakdown of the book. At the blog page breaks down the different tactics and strategies. They have made a TIP series of blogs that tell you brief insightful, information to better yourself as a PR practitioner. The blogs are very useful to know the trends in the PR profession and show practitioners the right methods to do the right thing.
Hey Mr. Bonner:
ReplyDeleteI do find this book to be an easy read. I believe it gives great examples of problems PR practitioners may run into. In the first couple chapters explains the importance of blogging. I have never blogged before, but now I know that I should. I also like the chapter of the dark side of PR.
Thanks
Cora Wilson
I agree totally. We live in a world that is filled with lies and deceit. In this capitalist society, the rule is every man for themselves and someone has to lose. Big Oil and Tobacco companies are a perfect examples of this, they prey on the weak minded with their sales schemes and also are often found operating in the grey areas of legislation.
ReplyDelete- Nari Tomlinson
Mr. Bonner,
ReplyDeleteI totally agree that Do the Right thing is a easy read. Hoggan's tree golden rules are simple and easy to follow. I plan to implement these rules throughout my PR career. I was unaware that Hoggan had a blog. I have found the blog to be very informative and useful, and plan to share it with other PR students.
Elliot,
ReplyDeleteYou mentioned the skepticism and distrust the public has acquired toward Big oil and Tobacco companies. You said "They consistently lie to the public for their own gain." However, I would say keep an open mind toward these companies. Well, B.P is another topic. But I am talking specifically about tobacco companies. Things have changed some since the development of the TASSC in the 90s'. Who do you think funds awareness campaigns such as Truth? It is the product of these big tobacco companies. Take Altria for instance, a company that owns Phillip Morris and Marbello. They no longer advertise in magazines or on the radio or other outlets. The realities of the harmful effects of smoking is general knowledge and companies are no longer trying to cover up that issue. However, regardless of these hard facts, there is still a market for these products. And as long as there is a need these companies will work creatively to carry out their message.