Histories and practises assignment 2. review of key publication in early P.R and the relevance to contemporary public relations

In 1904 business journalist, Ivy Lee, set up an agency with the hope of removing the secrecy surrounding businesses and their policies. Lee believed business secrecy lessened business credibility in the market-place and led to people’s general distrust. Lee set out his beliefs and aims in his Declaration of Principles:

‘This is not a secret press bureau. All our work is done in the open. We aim to supply news. This is not an adverting agency; if you think any of our matter properly ought to go to your business office, do not use it. Our matter is accurate. Further details on any subject treated will be supplied promptly, and any editor will be assisted most cheerfully in verifying directly any statement of fact. Upon enquiry, full information will be given out to any editor concerning those on whose behalf the article is sent out.’

Lee’s principles became a model for business communication. Information would be prompt, delivered politely, and with complete frankness. Bad news would be reported as openly as the good, and information would not be covered over with advertising copy or deceit. There is no aim to stylize information like that of the Press Agentry Model. Attention could still be captured but it would be with truth at the core.

Surely to win back a distrusting audience and to inform people of what is going on this form of public relations would be considered the best?

Lee’s Declaration of Principles is what Gunig and Hunt would define as a Public Information Model. Providing information is the key to its function. It is not looking to persuade or change opinion but simply to give information out accurately and openly. The Information is available to everyone in the public and therefore lets people know what is going on. Contemporary examples of this could be council meeting information, or highway agencies informing people of road widening for example.

So, the question to ask, 108 years later, how relevant are these set of principles today?
On the surface, honesty, in theory, will build reputation and trust. Lee knew the principles needed in crisis communication. He also knew how truth gained respect, and a cover-up is always spotted. These ethics, in practise are still relevant today. However, in a more informed and educated society, people expect more than to be just told, people expect choice and the ability to have their voice heard they want to know their opinion is considered if they are to carry on trusting the organisation providing the information.

The global market is continually growing, aided further by technology. The ability to communicate is at an all time high. The Public Information Model, set out in Lee’s Declaration of Principles, was there for everyone, openly and freely. We know in today’s society the importance of targeting our audience. It is fine to spout the truth, but what is the point if it falls on deaf, uninterested ears. Truthful information is powerful and worthy only if it is direct, targeted and relevant.