These rules are solely about the craft of PR, how to do it, and how to avoid some potholes and roadblocks. They’re today’s version. Tomorrow they’ll probably be different. They work for me because they’re mostly about anti-orthodoxy, which is always a good place to start. James Goldsmith once said, “If you see a bandwagon, it’s too late.” Better still, I’d say that if you see a bandwagon, you should run in the opposite direction.
Finally, a prediction for the year: Ethical PR and ethical journalism will move closer together because of the rise of fake news. Announcing efforts to combat Fake News this month, the BBC said: “We will aim to use styles and formats – online, on TV and on radio – that ensure the facts are more fascinating and grabby than the falsehoods.” Fascinating and grabby facts is a good working definition for ethical PR. Discuss.