The ethical landscape has changed. The days of the Edward Bernays propaganda-is-PR style of communications, meant to control the masses, has transformed into a new model of transparency and trust. In the technological age we are living in today, consumers are more savvy of business practices, and certainly more reluctant to drink down any message that is served up before it. Groups like PR Watch are constantly there, surveying the validity of what we say, what it means to the public, and giving the public a once-hidden glance into the world of PR.
Anyone can research, anyone can verify if what we’re selling is really in their best interest, and, with a click of the mouse, find out what people from all over the world are saying about it. Now, more than any other time, we are responsible for conducting truthful and ethical business and communication practices. It’s too easy to get caught with your pants down.
(written on behalf of Cast Communications)