Practitioners are apt to rely more on the strength of philosophical statements lifted from public relations books for their public relations firms to serve as
“catalyst of change” and justify their existence as instruments for “unity, understanding, harmony, and prolonged or sustained development,” in society.
Even while public relations professionals operate their firms for pecuniary reasons and generation of profits, it is conceded that commitment to positive societal values must be gained to re-echo the adage, “The greatest good for the greatest number (of people).”
The Code of Professional Standards for the Practice of Public Relations, revised by the Public Relations Society of America (PRSA) in 1988, and adopted by Filipino public relations professionals in their practice, is acknowledged worldwide as an ideal guideline and motivational factor for more refined and ethical public relations work. Public relations practitioners in the PAPRC, PRSP, 4As, PANA and IABC however, share the common observation that in the Philippines’
public relations industry, “public relations firms disappear faster than they appear.”
They claimed that the vision- mission of these firms’ managements have remained merely as lofty goals.
They advertently failed to even contribute substantially or otherwise, to the development of a progressive socio-economic society through proper decision- making process and policy formulation of their clients (companies, organizations
and persons). Professional groups in management, communication, advertising, marketing and public relations know that based on the BTRCP-DTI and SEC requirements, a possible ratio of one (1) out of five (5) public relations firms will pass the renewal of the five-year certification for sole proprietorship by the BTRCP-DTI, and fifty- year lifeline allowed by the SEC.
This research study is an exposition of the antecedents or causes which affect the business operations of public relations firms in the Philippines, understand their need to adapt the desired strategy in management, and answer the call for changes from the environment which could bring about success, continues existence and survival or decline and demise. Their life cycle, superimposed against the bell-shaped life cycle diagram is a virtual adaption of a concept from the biological sciences on the life cycle of organizational development from birth to death.
The study on the life cycle of public relations firms provides greaterinsights and understanding on their common goal, pronounced by American authors of public relations books and counsellors, “to bring about a much better world for people to live in through unity, oneness and harmony.” Such thrust covers adherence to the known profession’s philosophical statements of “social responsibility,” “social conscience,” and “corporate soul.” (Ross, 1977; Blumenthal, 1972).
Every public relations practitioner knows it only too well that through expertise and skills, research, advise and counsel, they could effectively influence clients in their decision-making process (the practitioners have even the most sensitive inputs), to come up with sound policy formulation that would not only yield highly productive and profitable ventures, but involve it with public interest in whatever form. The organizational development and continuous existence of these firms, their survival (growth) and success (maturity) are reflective of their contribution to the socio-economic-political development of a country as advisors to companies, associations, and individuals in the different segments of society.
The late Public Relations Counsellor Benjamin C. Osias once remarked in an exclusive peers gathering that, “In most cases, the development and growth of a client company is dependent on the result of effective public relations work top management in the quest for gainful goals and survival.”
Seen in the light of the life cycle of public relations firms, their success is reflective of the way national development is being planned and carried out by a country’s government. While the firms are business-orientedand tasked for profit- generation, they serve as “agents” or “catalysts” of change because they advocate what would redound to the improvement of national and world views, lifestyles, and even cultures through emerging trends. Public Relations Counsellor Tomas Graciano, PhD, of the London School of Public Relations (affiliate of Cambridge University, United Kingdom) in Jakarta, Indonesia said: “Public relations in development studies serves as a vital instrument in societal change.”
In the life cycle of public relations firms, they have to contend with their existence and survival. Even as they mature and succeed, there is still the renewal stage to consider and the greater task to be wary of possible decline which when ignored and disregarded, could expeditiously lead to their demise. (Lester, etal,., 2003) Their deaths generally impact on their clients and subsequently negates development. Public relations firms generally take the role of advisers or counselors in various companies, organizations and individuals. They keep up with a criteria of the ideals and positives, enough to identify them as pluses in the study of their respective management.
Somehow, it can never be ruled out that there exist possible areas of debates as the study of public relations firms life cycle is attuned to the sphere of development studies. All things being equal, as the firms guide their clients towards national development, it must be understood that the latter can over rule and reject their advise and counsel. It is in this area of concern that the practitioners in the firms’ management must stand out in qualifications and experience, credibility and integrity, and client company management, trust and confidence to follow the former’s advise and counsel. These are however, more of an exception than the rule, since these firms’ services are hired because they have already established their reputation for service excellence in the industry.