Worldcom Public Relations Group Principles:

Organization Exists Only by Public Consent

In the context of public relations, this principle emphasizes the importance of understanding and
engaging with the public to maintain support and relevance.

Mutually Beneficial Relationships Require Two-Way Communication

This principle underscores the fundamental aspect of effective communication that involves listening
and engaging in dialogue rather than just broadcasting information.

It's Not Our Job to Put a Clean Shirt on a Dirty Body

This principle implies that public relations professionals should focus on addressing core issues rather
than just attempting to mask or cover up problems.

Act, Then Communicate

Highlighting the importance of taking action and demonstrating commitment before communicating
with stakeholders to build credibility and trust.

Clarity is More Important than Cleverness

Emphasizing the significance of clear and straightforward communication over using fancy language
or being overly creative.

Activity Does Not Have Equal Results

Acknowledging that the efforts put into public relations activities may not always directly correlate
with the outcomes achieved.

Manage Expectations

Encouraging PR practitioners to set realistic expectations and communicate transparently to avoid

misunderstandings.

Practice Public Relations Proactively, Whenever Possible

Stressing the proactive nature of public relations to anticipate issues, build relationships, and maintain
a positive reputation.

Be a Bridge, Not a Barrier

Encouraging PR professionals to facilitate communication and understanding between parties rather

than obstructing or hindering interactions.

These principles collectively form a foundation for ethical, effective, and strategic public relations
practices within the Worldcom Public Relations Group.
Worldcom Public Relations Group Principles:

Organization Exists Only by Public Consent:

This principle underscores the foundational concept that organizations depend on public support
and approval to thrive. By engaging with the public and understanding their needs and
expectations, PR professionals can ensure that the organization remains relevant and valued in the
eyes of its stakeholders.

Mutually Beneficial Relationships Require Two-Way Communication:

Building on the essence of effective communication, this principle emphasizes the importance of
not just conveying messages but also actively listening to feedback and engaging in meaningful
dialogue. By fostering two-way communication, PR practitioners can establish relationships based
on understanding and cooperation, leading to mutually beneficial outcomes.

It's Not Our Job to Put a Clean Shirt on a Dirty Body:

This principle highlights the ethical responsibility of PR professionals to address fundamental issues
within an organization rather than merely addressing surface-level problems. It emphasizes the
importance of integrity and transparency in dealing with challenges, acknowledging that true
reputation management involves addressing root causes.

Act, Then Communicate:

By prioritizing actions over words, this principle underscores the significance of demonstrating
commitment and authenticity through tangible efforts before engaging in communication. It aims
to build trust and credibility among stakeholders by showcasing proactive and meaningful
initiatives.

Clarity is More Important than Cleverness:

This principle stresses the necessity of clear, concise, and transparent communication in public
relations. It suggests that simplicity and directness are more effective in conveying messages than
elaborate or misleading language. Clear communication helps avoid misunderstandings and ensures
that information is easily understood by all parties involved.

Activity Does Not Have Equal Results:

Acknowledging the unpredictability of outcomes in public relations efforts, this principle

emphasizes that the impact of actions may not always directly correlate with the level of effort put
in. It encourages PR professionals to remain adaptable and responsive to evolving situations while
understanding that results can vary regardless of the activities undertaken.

Manage Expectations:

By encouraging PR practitioners to set realistic expectations and communicate transparently, this

principle aims to foster trust and mitigate potential misunderstandings. Managing expectations
effectively helps align stakeholders' perceptions with organizational goals, reducing the likelihood
of disappointment or confusion.

Practice Public Relations Proactively, Whenever Possible:

Highlighting the proactive nature of public relations, this principle advocates for anticipating and
addressing issues before they escalate. By taking a proactive stance, PR professionals can build
strong relationships, mitigate risks, and maintain a positive reputation, showcasing the organization
as forward-thinking and responsive.

Be a Bridge, Not a Barrier:

Encouraging PR professionals to facilitate communication and understanding between different

parties, this principle emphasizes the role of PR as a connector rather than an obstacle. By
promoting collaboration and transparency, PR practitioners can bridge gaps, resolve conflicts, and
enhance relationships, ultimately serving as a catalyst for positive engagement and mutual
understanding.

These principles collectively serve as guiding tenets for ethical, effective, and strategic public
relations practices within the Worldcom Public Relations Group, contributing to the cultivation of
positive relationships, transparent communications, and sustainable reputations.

I can provide a detailed overview of each principle, expanding on the key points and providing
further insights into how they shape the practice of public relations within the Worldcom Public
Relations Group.

Organization Exists Only by Public Consent:

This foundational principle emphasizes the critical role of public support in sustaining an
organization's operations and reputation. It underscores the need for PR professionals to engage
with the public actively, listen to their feedback, and address their concerns to maintain relevance
and trust. Organizations that fail to consider public opinion risk alienating stakeholders and
jeopardizing their long-term success.
Mutually Beneficial Relationships Require Two-Way Communication:
By stressing the importance of two-way communication, this principle highlights the interactive
nature of effective public relations. PR professionals should not only disseminate information but
also engage in dialogue, actively listen to feedback, and adjust strategies based on stakeholder
input. Building trust through transparent communication fosters stronger relationships, enhances
credibility, and leads to mutually beneficial outcomes for both the organization and its
stakeholders.
It's Not Our Job to Put a Clean Shirt on a Dirty Body:
This principle underscores the ethical responsibility of PR professionals to address underlying issues
rather than merely focusing on superficial solutions. By tackling root causes and demonstrating
integrity and transparency in their actions, PR practitioners uphold trust and credibility. Ignoring or
attempting to cover up problems can damage the organization's reputation and erode public trust
in the long run.
Act, Then Communicate:
Prioritizing actions over words is essential in building credibility and trust with stakeholders. By
demonstrating a commitment to addressing challenges through tangible efforts and initiatives, PR
professionals establish a foundation of authenticity that strengthens relationships and enhances
reputation. Effective communication following meaningful action reinforces transparency and
accountability, further solidifying the organization's credibility.
Clarity is More Important than Cleverness:
Clear, concise, and transparent communication is the cornerstone of effective public relations. While
creativity has its place, the primary goal of communication should be to convey messages
accurately and understandably to all stakeholders. Avoiding jargon, ambiguity, and unnecessary
complexity ensures that information is received and interpreted correctly, reducing the risk of
miscommunication and confusion.
Activity Does Not Have Equal Results:
Acknowledging the inherent unpredictability of public relations outcomes, this principle reminds PR
professionals that effort does not always directly correlate with results. External factors, timing,
and audience perceptions can all influence the impact of PR activities. It is essential for practitioners
to remain adaptable, evaluate strategies, and adjust tactics based on feedback and performance
metrics to optimize outcomes.
Manage Expectations:
Setting and managing realistic expectations is crucial in fostering trust and credibility with
stakeholders. By communicating transparently and aligning perceptions with organizational goals,
PR professionals can navigate challenges effectively and prevent misunderstandings. Clear and
honest communication about objectives, timelines, and potential outcomes helps establish a
framework for successful engagement and relationship-building.
Practice Public Relations Proactively, Whenever Possible:
Adopting a proactive approach to public relations enables organizations to anticipate issues,
mitigate risks, and capitalize on opportunities before they escalate. By staying ahead of potential
challenges and trends, PR professionals can position the organization positively, build relationships,
and maintain a favorable reputation. Proactive communication demonstrates foresight,
responsiveness, and a commitment to long-term success.
Be a Bridge, Not a Barrier:
Acting as a connector and facilitator between different parties is a core function of PR professionals.
By promoting collaboration, understanding, and transparency, PR practitioners bridge
communication gaps, resolve conflicts, and strengthen relationships within and outside the
organization. Serving as a bridge fosters positive engagement, minimizes misunderstandings, and
promotes a culture of mutual respect and cooperation.

These guiding principles collectively form the ethical, strategic, and effective framework for public
relations practices within the Worldcom Public Relations Group. By adhering to these principles, PR
professionals can cultivate positive relationships, foster transparent communications, and build
sustainable reputations that benefit both the organization and its stakeholders.

The principles outlined by Brian Cummings and Barbara DeSanto for the
Worldcom Public Relations Group emphasize the importance of ethical and
effective communication strategies in public relations. Here’s a brief explanation
of each principle:

1. Organizations Exist Only by Public Consent:

This principle underscores the idea that an organization’s legitimacy and survival depend on public
approval and support.
2. Mutually Beneficial Relationships Require Two-Way Communication:

Effective public relations are built on dialogue, not monologue. Engaging in two-way
communication fosters trust and understanding between an organization and its stakeholders.

3. It’s Not Our Job to Put a Clean Shirt on a Dirty Body:

Public relations should not be used to disguise or spin unethical actions. Integrity and transparency
are paramount.

4. Act, Then Communicate:

Actions speak louder than words. An organization should first take corrective or positive action
before communicating about it.

5. Clarity is More Important Than Cleverness:

Clear and straightforward communication is more effective than trying to be overly clever or
complex, which can lead to misunderstandings.

6. Activity Does Not Have Equal Results:

Not all actions yield the same outcomes. It’s essential to focus on activities that align with strategic
goals and have a meaningful impact.

7. Manage Expectations:

Setting realistic expectations helps maintain credibility. Overpromising and underdelivering can
damage an organization’s reputation.
8. Practice Public Relations Proactively, Whenever Possible:

Anticipating issues and addressing them proactively can prevent crises and enhance an
organization’s image.

9. Be a Bridge, Not a Barrier:

Public relations professionals should facilitate communication and understanding, not obstruct it.

These principles serve as a guide for ethical and strategic public relations
practices, ensuring that organizations communicate effectively while maintaining
integrity and fostering positive relationships with their publics. 🌐🔍