Edward Bernays is quite possibly the most influential Public Relations specialist of all time, and revolutionized the entire practice. He has fixed some of the most costly of problems, and discovered how to make people want what he had.
In his years of practice and defining it, he has an underlying tone of it all that without a doubt proves he is a PR Pro, a doctrine for the Public Relations Professional.
- The counsel on public relations must maintain constant vigilance.
- The counsel on public relations must be in a position to deal effectively with rumors and suspicions.
- He does not accept a client whose interests conflict with those of another client.
- He does not accept a client whose case he believes to be hopeless or whose product he believes to be unmarketable.
- He should be candid in his dealings.
- He functions primarily as an advisor to his client, very much as a lawyer does.
- The counsel on public relations is not an advertising man but he advocates advertising where that is indicated.
- His first efforts are, naturally, devoted to analyzing his client’s problems. His next effort is to analyze his public.
- He is not dissociated from the client in the public’s mind.
With such great doctrine, how could you doubt him to be a PR Pro? And becoming licensed to ensure that you can do all of the Bernays’ Doctrine is credible. Becoming licensed would eliminate all unfairness and discriminating doubt in the hiring process.
Being licensed would show that you know what you’re doing and that you are qualified, something that would have you stand out from the rest. And to think Edward Bernays has this mindset 100 years ago? Well, ladies and gentleman, he is quite the PR Pro, and I can’t wait to become more tactful like he was.