6 principles from ‘20’s still valid today
Arthur W. Page became vice president of AT&T in 1927. He believed that it was a company’s performance, not its publicity, that was the basis for public approval. Page’s six principles of public relations also supported his contention that a company’s true character is portrayed by its employees. The principles he practiced can still help companies today gain and maintain public approval:
1. Tell the truth. Let the public know what’s happening and provide an accurate picture of its character, ideals and practices.
2. Prove it with action. Public perception of an organizatoin is determined 90% by doing and 10% by talking.
3. Listen to the customer. Understand what the public wants and needs. Keep top decision makers and employees informed about public reaction to products, policies and practices.
4. Manage for tomorrow. Anticipate public reaction and eliminate practices that will create difficulties. Generate goodwill.
5. Conduct PR as if the whole company depends on it. No corporate strategy should be implemented without considering its impact on the public.
6. Remain calm, patient, and good-humored. When a crisis arises, remember that cool heads communicate best.
Sources: Membership Directory, The Arthur W. Page Society, New York, and Public Relations Strategies and Tactics, seventh edition
