The Mexican Statement, Agreed On By The World Assembly Of Public Relations Assoc

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Term Paper Title	The Mexican Statement, Agreed On By The World Assembly Of Public Relations Assoc
# of Words	1337
# of Pages (250 words per page double spaced)	5.35

     The Mexican Statement, agreed on by the World Assembly of Public Relations Associations in Mexico City in August 1978 (Seitel, 1992, 8), reads,
"Public relations practice is the art and social science of analysing trends, predicting their consequences, counselling organisation leaders, and implementing planned programmes of action which will serve both the organisation's and the public interest."
Strengths
1. The emphasis that public relations practice is an art and social science.
By stating that PR practice is an art implies the element of specialised skill, knowledge and methods involved (Tymson, 1996, 4). It also implies that PR practice is not completely objective, as there are subjective factors involved. PR practice deals with the human element, which is by nature unpredictable; therefore not completely objective. PR practice also considers the inputs which social sciences (eg. psychology, sociology, anthropology, statistics) can contribute. For example, a PR practitioner would have to consider cultural factors when planning a programme or campaign for its targeted publics so that there would be less risk of unintentionally offending other segments of the society.
3. The emphasis on "analysing trends, predicting their consequences, counselling organisation leaders, and implementing planned programmes of action".
     Here a trend is established for PR practice. "Analysing trends" would imply the need for employing proper research methods to gain feedback on audience attitudes (Tymson, 1996, 5). "Predicting their consequences" emphasises the importance of forecasting, based on research results. "Counselling organisation leaders" show the need for PR practitioners, whether consultants or in-house PR managers, to advise organisational leaders on PR issues and activities, for example, sponsoring a charity event to boost the company image and improve goodwill between the organisation and its publics. "Implementing planned programmes of action" emphasises the execution of carefully planned PR activities and programmes. Within this definition a 4 step process for PR practice is summarised, implying that PR practice is a meticulously planned process. The factor of social trends implies that PR practice is an on-going process as trends are ever-changing. This emphasises the need for continuos research to monitor trends and attitudes as well as to evaluate the effectiveness of the PR programme (Tymson, 1996, 5).
4. The emphasis on public interest.
     Considerati...

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