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In our previous discussion we have tried to define what Public relations is? It is far from the common definition that people ascribe to it. We may not be able to blame the public for the misconception associated with the profession. After all, we have talked about perception management yesterday. The activities of quacks among us and lack of enforcement of rules that guides professional practice are some of the reasons. This is not peculiar to us here in our clime but it is everywhere around the world.

Michael Motto defines Public relations as the business of generating goodwill toward an individual, cause, company, or product. Another way of defining Public relations is Communication with various sectors of the public to influence their attitudes and opinions in the interest of promoting a person, product, or idea. These definitions though seem not to promote mutual understanding which is important. But we must acknowledge the fact that it is a two way communication between and an organization and target publics which is planned and sustained. These last two words are important in Public Relations practice so

Today our focus here is rules that guide public relations. They include:

1. Courtesy: Courtesy is all about consideration. Public relations activities need to have consideration for the target audience.

2. Common sense: Common sense is the ability to weigh the implications that the choice of words used will have on the target audience

3. The golden rule: The golden rule still applies here ‘do to others as you want others to do unto you’. A professional should not be egoistic in his communications. Always note that the audience matters too. Let us apply common sense when communicating our message.