I was intrigued to find a story a few weeks ago saying that a new study shows how to figure out if bosses are lying. Two guys from Stanford reviewed transcripts of nearly 30,000 conference calls by American chief executives and chief financial officers. They reviewed their “tells” to figure out what words and phrases indicate deception. What peeved me as a public relations professional is that at the end of the online article at The Economist the writer says: “This study should help investors glean valuable new insights from conference calls. Alas, this benefit may diminish over time. The real winners will be public-relations firms, which now know to coach the boss to hesitate more, swear less and avoid excessive expressions of positive emotion. Expect “fantastic” results to become a thing of the past.”
Wow! Does he overestimate public relations professionals? Honestly, we aren’t that calculating to coach our clients and bosses in this way. The best and most respected public relations firms are ethical and honest PR professionals that subscribe to the Public Relations Society of America Code of Ethics. It’s posted online. Check it out. Among the guidelines: Be honest and accurate in all communications; disclose financial interests in a client organization and decline representing clients/employers requiring actions to the contrary of the code.
We live in a time when businesses and professionals are reinventing themselves to keep businesses afloat and stay ahead of the ever changing communications curve resulting from online public relations. That said, maybe some are cutting corners. Many of my Indy PR colleagues are not. Honest public relations professionals, like myself and my friends, are plentiful in Indianapolis. Ask if your communications team adheres to the PRSA Code of Ethics. Those pr agencies that do provide the most effective and above board public relations counsel and services. I promise you’ll be in good hands and never regret doing the right thing each and every time you communicate to employees, your clients and anyone else you need to talk to about your organization!