I am continually frustrated by how the national media portray–or fail to recognize–public relations.

Take today’s article (subscription required) in the Wall Street Journal about teaching ethics in business school. The essence of the article is that ethics should be taught in all business courses, from marketing to accounting, so that students become aware of social and environmental implications of business activities.

I’m not against that. But I feel like going into a period of personal head slapping for once again seeing concepts that are fundamental public relations expressed as a unique concept in the business world. Here’s what I mean:

First, public relations is about mutually beneficial relationships. A student who studies PR should learn about the “two-way symmetrical” model. If they practice PR according to that relationship perspective, PR is INHERENTLY ethical. It will be natural to consider social and environmental impacts.

Also, people sometimes tell me PR should be taught in a business school. This article is one of several good reasons why it should not be. Not only is PR a communication discipline that can be practiced in non-business settings, it has a refreshingly “outside the box” perspective. Those trained in business are, perhaps appropriately, told to get bottom line results. Profit is king. They see everyone as a “customer.” PR people are more broad-minded, see people as having relationships with an organization that may not be characterized as a simple financial exchange. Thus, the PR person at the table offers the kind of unique thinking that managers often say they want. That unique thinking often has ethical components to it (if the PR person took a PR class and/or is APR and understands that PR is about relationships, not publicity).

I’ve actually written WSJ about this sort of thing before. Got a lovely note–no change in editorial perspective though. The same is true of other national and local media, and even PR trades like PR Week. Getting people to understand that PR is not about spin but in fact about honest relationship building is a long-term process. Journalists and business leaders are too comfortable in their conceptions of the PR profession. We are a convenient whipping boy to make them feel smugly superior. Changing it will take persistent examples of ethical practice. That’s why the PRSA Code of Ethics includes the provision “enhance the profession”–so make sure all your practice exemplifies the fundamental ethics that the business schools are still grappling with. People are watching. One of these days, they may actually understand.

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International Aid of Spring Lake has formed a partnership with the Healthcare division of mega-corporation General Electric.

Smart move on both parts. GE is a well-run company whose CEO Jeffrey Imelt gets that corporate philanthropy and nonprofit partnerships are both noble and strategic. And for West Michigan based International Aid, the help and high profile of the relationship with GE will be significant.

I’m not sure what role the PR people played in this. But since PR is a management function that is about relationships, it would make sense for the top PR staff from both organizations to be intimately involved.

Bethany Christian Services is making some hay with First Lady Laura Bush’s visit to an orphanage in Bethany.

PR Specialist John VanValkenBurg’s press release generated an Associated Press story that had play in a variety of area and I presume national media.

In a quote, Bethany’s President William Blacquiere admirably had priorities straight in stating he hoped the visit would draw attention not to Bethany, but the needs of Albanian children. That’s good restraint in the midst of national media attention. Nevertheless, I would think Bethany could extend this opportunity by using photos and interviews with the First Lady to gain attention to the broader topic of international adoption and the significant role Bethany has played in this issue for years.

It used to be that employee communication was a function of PR in which we organized the communication TO employees. In the modern, social media era, employee communication also means monitoring and perhaps responding to communication FROM employees that is available for the world to see.

Jennifer MacLean, a former student and now communications and public relations manager of the AirZoo in Portage, shared this interesting article on the topic from the Indianapolis Star. She relates that she regularly visits Technorati to monitor blog comments about the AirZoo posted by visitors (smart idea) and has come across some negative employee commentary.

This reminds me, I neglected to blog about the excellent WMPRSA presentation last month on social media by Robin Luymes of Quixtar. His primary advice: don’t ignore the conversation out there in the blogosphere. In his case, that meant monitoring and engaging disgruntled IBOs (Independent Business Owners) and others who had negative things to say about Quixtar. He said they had actually been able to correct false accusations or at least present their side. You can see how Robin is active in the conversation on his own blog.

I agree. PR has always been about transparent communication and seeking mutual relationships with all publics. On a case by case basis, it might not be practical to respond directly to every blogger or rogue web site out there. But you should know what’s being said and join the conversation when necessary and appropriate.

It’s good strategy. It’s also consistent with the PRSA Code of Ethics provisions of “free flow of information” and “full disclosure.” If we’re afraid to join the conversation in the blogosphere, there are probably bigger problems than an employee sounding off. It would have been better to engage in old-fashioned employee communications first–communicating openly TO them–so you don’t have to see them communication about you to all the world.

The days are gone when we can control the communication about our organizations. But, since PR is a management function, we can counsel management to be more genuine in their communications to hopefully limit the negative commentary in the blogosphere.

In the end, the old fashioned notion of John Stuart Mill applies. Let all have a say, and the “truth will out.” We have to expect that many will be talking about our organzations and ensure that we are presenting our honest point of view. If your company or nonprofit has a good reputation, chances are people will believe us and see the mouthy bloggers as whiny malcontents.