More PR Lessons from Yoda

PR Lessons from YodaAs you can tell from my last blog, I was inspired by the teachings of Master Yoda and how those lessons can be applied to the practice of public relations. As I sorted through dozens of quotes, my inner geek girl giggled with glee (alliteration also thrills the former English teacher within). I wanted to include more quotes but I also didn’t want to write the world’s longest blog post. So here, for your nerdy pleasure, is part two of PR lessons from Yoda and friends.

“Reckless is he. Now, matters are worse.” 

This is pretty much the worse thing anyone at work, especially your clients, can say about you. It’s one thing to be seen as an innovative risk taker. It’s another thing to be seen as reckless, and that can get you fired or worse. Your boss, your colleagues and your clients need to know they can trust you to make sound decisions – not become a liability.

 “If you choose the quick and easy path …you will become an agent of evil.”

Because our industry is generally un-regulated (other than a voluntary adherence to a code of conduct), public relations has a long history of questionable practices. It is no wonder then that only about 40 percent of the U.S. public trusts the media, according to Edelman’s 2012 Trust Barometer. PR practitioners have a choice – to take the ethical high road or risk destruction of the galaxy for personal gain.

“Once you start down the dark path, forever will it dominate your destiny.” 

The Jedi live by a code ethics much like most reputable PR professionals. By following this code from the beginning, the PR Jedi can hone their skills and follow a more righteous and respectable path, thus lending credibility to the practice as a whole. Those who don’t adhere to ethical standards are doomed to end up on the wrong side of the force and media headlines.

In short, all of Yoda’s teachings refer back to the Jedi Code:

  • Jedi are the guardians of peace in the galaxy.
  • Jedi use their powers to defend and to protect.
  • Jedi respect all life, in any form.
  • Jedi serve others rather than ruling over them, for the good of the galaxy.
  • Jedi seek to improve themselves through knowledge and training.

Similarly, we exist to ensure peace and positive press, to defend and protect our reputations and that of our clients, to respect diversity, to serve the client and the public for the greater good, and to improve ourselves through life-long learning. So the lesson is this: we have an awesome role and an awesome responsibility. Use the force within you to make a difference and don’t be seduced by the power of the dark side.


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