Prudence

A necessary and important staple in the everyday effort of professional communicators is wrapped up in the word "prudence." While the American College Dictionary refers to it as "careful management," the definition most applicable was handed down over 200 years ago by Edmund Burke. Burke described it as "the application of general experience to particular practical problems." Isn't this what public relations practitioners do? Situations involving communication between various entities or publics arise and it is the PR worker who is called upon to address them. Whether it is to clarify a misunderstanding, smooth-over a disagreement, or simply share new information, this professional is often the go-to person for their organization or client..


Gaining the necessary experience needed to handle these and other challenges is not that difficult, particularly if one is genuinely engaged in the inner workings of their organization. Participating in meetings with the leading decision makers of an entity, having one-on-one discussions with co-workers from all levels of the organization or company, and interacting with external elements pertinent to the organization are ways to accumulate relevant experience. These steps are not all that different than simply doing a cannonball into a swimming pool. For the public relations worker, the sooner they do this the better,


Often times, communication challenges can and do arise with little advance warning. They require an immediate response. People need to be told what is going on. Those involved in addressing the situation require a person to help coordinate their efforts. Who better to help ensure these steps occur than the chief communicator? Their experience is what helps the communication professional make the proper decisions and establish the necessary linkages needed to ensure an organization remains afloat and maintains a positive image. The key for the public relations worker is found in being prudent. For them, the greater their experience, then the deeper their ability to be careful managers.