In creating the project, the Phillips public relations team was well intentioned but overly optimistic. Only
two of the video-and-workbook cases were ever produced. When the double-barrelled
takeover attempts ended and the smoke cleared, the video program was only
one of many casualties. Over the next four years, just three of the original
public relations staffers would remain with a company so shrunken in size
it had dropped out of Fortune's top 50 and had halved its Bartlesville headquarters
workforce.
But a legacy had been established. After almost 15 years, many of the original videos are still being used by public
relations educators. Aside from an occasional snicker by a student pointing
out mid-80's fashions and haircuts, the lessons taught are timeless in the
areas of public relations consulting, media relations, crisis planning and handling,
and community relations.
"These kinds of public-private partnerships
are solid investments in the future of our profession," says Patrick
Jackson, a past president of PRSA and co-author of the widely used text Public
Relations Practices. "More practitioners should give thought to what
they might do to put something back into a career that has provided them a
good livelihood," he adds
Sources:
--William C. Adams, APR, Fellow PRSA, is associate professor, School of Journalism and Mass Communication, Florida
International University, North Miami, FL. Adams spent 25 years in corporate
public relations, including positions with Amoco Corp., Phillips Petroleum
Co., and ICI Americas. Since joining FIU in 1990, Adams has written
for several professional publications; co-authored the book, Media Guide for
Academics; chaired the editorial advisory board and contributed a chapter
on media relations for the text, Public Affairs in an Era of Change; writes
a monthly column ("Ask the Professor") for PRSA's TACTICS newspaper;
co-advises FIU's PRSSA chapter and consults for several national organizations.
F.I.U., School of Journalism and Mass Communication, North Miami Campus, North
Miami, FL 33181, 305-940-5795, fax 305-919-5203, e-mail prprof@aol.com.
--Dirk C. Gibson, Ph.D. is assistant professor of Communication and Journalism at the University of New Mexico, Albuquerque.
His research agenda involves public relations education, governmental public relations and product recall.
He is a frequent contributor to PRQ, usually on the subject of public relations education. He received his doctorate
from Indiana University. U.N.M., Dept. of Communication and Journalism,
Communication and Journalism Bldg., Room 235 West, Albuquerque, NM
87131, 505-277-2727.
