Rumours and PR

Social media have empowered the concept „word of mouth” so information can be spread more widely and much faster than with analogous media. More easily can be disseminated rumours what author Turner describes as unverified, that’s why unsafe information dissemination what recipient comprehends as real.

Public Relations and Corporative Communication practitioners once a week have to deal with potentially harming or profit decreasing rumours as have discovered group of authors , nevertheless rumours can gain advantage to company is confident Pāvels Rodins. As opinions differ, and question seeks answer, I tried to find out, what Public relations practitioners in Latvia think about using rumours in their work.

In my little research (seven respondents participated) I got different opinions. One party said that rumours can help to reach audiences very fast, as a result can strengthen company’s place in market, but on the other hand reputation can be damaged, therefore rumours are almost impossible to control. Successfully managed rumours about competitors can bring positive effect on your own company, and possibility to see society’s behaviour on certain things that have not been tested yet, but what is planned for future. Sometimes rumours can be seen as a signal about some problems.

The other party clearly stated they don’t support such practice, because of ethical issues, besides in long term successful relationships with media can be reached only with correct and right information. Nevertheless both sides confessed rumours will always be by side of public relations, that’s the reason why information always must be tested. Despite all respondents asserted they hadn’t used rumours in their work, some public relations specialists do they indicated.

Although from answers of seven respondents there can’t be generalized some strong arguments, little survey shows some trends and may point to problems in public relations field in Latvia – public relations professionals and companies to much think about short term solutions, that is why rumours are current.