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Article: The incredible credibility dilemma
- Article from:
- Public Relations Quarterly
- Article date:
- October 1, 2000
- Author:
CopyrightCopyright Public Relations Quarterly Fall 2000. Provided by ProQuest LLC. (Hide copyright information)
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Public relations is being subtly, unintentionally, sabotaged by the expropriation, by others, of one of the principal assets it employs and which sets it apart from the management consultant multitudes. I refer to its lingua franca, the chosen vocabulary that identifies the essence of public relations as the verb "Think" once defined the core of IBM's philosophy.
Three words, trust, truth and transparency, are the pillars of public relations, the bedrock foundation on which we base much of our counsel. They have been powerful arguments for preferred courses of action.
But, through misuse and overuse, they are becoming cliches, buzz words indiscriminately tossed about as randomly as a ...