This semester I was able to read a book titled "Do The Right Thing" by James Hoggan. The book is about public relations and how to make yourself understood to various publics. It teaches public relations professionals how to build good personal reputations or corporate brands and how to be more persuasive. This book stresses the importance of having credibility.
The Hoggan approach was developed as a unique prism through which PR professionals can evaluate everything they do. It's a simple test comprised of of three guiding rules, which are do the right thing, be seen doing the right thing, and don't get the two principles mixed up. Finding the right thing to do is a value judgment. Being seen doing the right thing does not mean that you stage your actions just to make yourself or a company look good. To me, it means drawing attention to good actions so that other people will see positive results and be encouraged to do the same thing. You will know if you are doing the right thing by stopping and asking yourself, "What's the right thing to do?" The answer can only help.
Some other principles that I found interesting in this book were the six principles of persuasion. When looking for support in any subject, you have to know how to put your best argument forward. This means knowing how to connect with people who may have no reason to want to listen or believe what you have to say. Most simply put, his six principles are (p. 89):
"1. People like those who like them.
"2. People repay in kind (you get what you give).
"3. People follow the lead of similar others.
"4. People align with their clear commitments (it's hard to move people off frame).
"5. People defer to experts.
"6. People want more of anything that is scarce."
Although Hoggan looks at persuasion as a gift, he also communicates that it is an art and a science.
"Do The Right Thing" is a great book that every public relations professional should have. It is a guide that will help you build and repair relationships. This book provides clarity with its principles based on honesty and trust. If you don't believe me, you should check out www.bloggernews.net/118739.
Gayla, you are absolutely right by stating ""Do The Right Thing" is a great book that every
ReplyDeletepublic relations professional should have."
After reading "Do The Right" by James Hoggan, I realized that his strategies and tactics can be practiced in everyday life. This book is for every and anyone that cares about their reputation. Once these tactics are practiced in real life situations, it will not be difficult to practice them in the workplace.
Gayla, you are absolutely right. Outside of traditional PR, I learned how to repair some broken relationships through reading Hoggan's book. It is really a very practical book that should be read by people in all fields. I like it because it is a very easy read. The book is not so thick that it's daunting. However, there is a wealth of knowledge inside. It was good to be reminded of the principles of persuasion. I think we can all see those 6 items at work in our daily lives. Great post!
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