A code of ethics that, along with those of Athens, Stockholm, and Brussels, professionals in "relational" communication, if we can call them that, are required to respect. This includes members of the STRP. Following my appointment as president of the Ticino chapter of pr suisse, I thought it would be useful to reread this document (it is available on the pr suisse website). It is neither long nor complicated, but incredibly relevant in the current context of an increasingly chaotic, polarized, even belligerent world. And above all, it is full of food for thought regarding the hyper-information (and disinformation) society dominated by digital communication.
Yes, digitalization. Of course, digitalization is a revolution as fundamental for humanity as previous ones. Just think of how much technical and scientific progress has been achieved thanks to it. But on a social and relational level, digital communication has had the great benefit of connecting the entire world, but it has also, paradoxically, created a great distance between people. To the detriment, among other things, of both private and public relationships. And this is why the ethical principles codified in the aforementioned European cities need to be rediscovered, decades later, and, above all, applied to everyday life. Why? Let's take a brief step back and reflect on how we operate as communication professionals and also how we act in society as individuals. The two things are not so different, in any case, but let's stick to the former. How many times have we been disappointed or frustrated by a communicative act that didn't achieve its intended goal? For example, an ignored press release, a social media post with little impact (commitment), if not none at all. Or, simply, an unanswered email (and subsequent reminders). Not to mention the age-old issue of event participation – a topic, unfortunately, that also concerns the STRP, as do many other trade associations. What didn't work? Whose fault is it? Aside from unfortunate circumstances or unforeseen circumstances, answers often come from excuses (I did what I could, people don't read, etc.). But excuses don't help us understand why other communications or events worked. Instead, let's ask ourselves what we can do to do better next time. How? Let's start, for example, by picking up the phone (or checking our phone book) and contacting—by voice—those who were successful. Better yet, let's meet this or these people— firsthandAnd from this personal—and not digital—interaction, you'll likely discover interesting and useful things for your work. And, if the interaction is "correct," that is, guided by the founding principles of public relations, previously unknown or unexplored opportunities may emerge.
Easy? It would be wonderful. Given the immense complexity of today's world, a simple meeting and conversation aren't always enough to resolve issues or achieve desired (or mandated) goals. However, I firmly believe, also from personal experience, that only by cultivating "in-person" relationships can distances be bridged and the conditions for achieving goals be created. This requires, however, that we always remain honest and accurate, responsible, discreet, and transparent. That is, we must be true public relations professionals.
