Answer to Question 1
Values help establish the boundaries within which organizations are willing to operate. An
adherence to values helps determine the goals organizations seek to reach and also the principles that
will be observed in attaining those goals. At a time when organizations are being held accountable
for more than just the bottom line of their profit and loss statements, the understanding of and
adherence to values defines how they are viewed by people. Values provide guidance in making
difficult decisions that management may have to defend in the future. For public relations
practitioners, the adherence to values helps to eliminate the common misconception that they are
more interested in the ends than the means. Ethical and values-driven organizations maintain a high
level of credibility with important publics, even at times when their actions provoke criticism.
Communicating values within an organization can also help strengthen an organization's bottom line.
Workers are more likely to perform at a higher level of efficiency and effectiveness for employers in
which they take pride.
Answer to Question 2
Democratic societies require the consent of the governed. Public relations helps ensure that everyone
can enter the great marketplace of ideas. That, in turn, helps people with differing views reach a
consensus. Those who cannot effectively communicate in democratic societies are left at a distinct
and sometime dangerous disadvantage. Public relations helps individuals and organizations exercise
their First Amendment rights.
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