Throughout this course, I gained a much deeper appreciation for the ethical, strategic, and analytical dimensions of public relations. One of the most important lessons was the vital role that ethics, morals, and values play in shaping a brand’s public image. As PR professionals serve as the voice and conscience of organizations, understanding how to communicate honestly and transparently is essential to building and maintaining public trust (Rodrigues, 2023). The Milgram and Zimbardo experiments further emphasized how easily power can be abused in organizations, and how PR must often function as a safeguard against unethical behavior, both internally and externally (MCC, 2015). Another major takeaway was the difference between outdated measurement tools like AVEs and modern standards such as the Barcelona Principles. The course clearly illustrated why AVEs are insufficient; they assign a superficial dollar value to media impressions while the Barcelona Principles focus on SMART goals, outcomes, and long-term impact, which are far more valuable to PR practitioners today (Ian, 2025). I also learned the strategic importance of a well-designed press room and EPK. These tools not only increase accessibility for journalists, they also ensure consistent, brand-aligned storytelling. My work designing a digital press room for Be Pampered Foot Spa reinforced this idea, showing how clear structure, downloadable media, and accessible contacts enhance media coverage and improve brand credibility (Amuse, n.d.). Overall, this course has helped me see public relations as more than just messaging; it is a strategic, ethical, and measurable discipline that balances creativity with responsibility. I now feel more confident navigating the PR landscape with a toolkit that includes ethical reasoning, measurement frameworks, and media relations skills.

 

Amuse. (n.d.). How To Create A Successful Electronic Press Kit. Retrieved from Amuse: https://www.amuse.io/en/content/how-to-create-a-successful-electronic-press-kit/

Ian. (2025). Should You Use AVEs or Barcelona Principles to Measure PR Success. Retrieved from Pressfarm: https://press.farm/aves-vs-barcelona-principles-pr/

MCC. (2015). The Unethical Showdown: Milgram VS. Zimbardo. Retrieved from Medium: https://medium.com/@MC13061/the-unethical-showdown-milgram-vs-zimbardo-d9467d94bad

Rodrigues, N. (2023). Three Ethical Obligations at the Heart of PR . Retrieved from PR News: https://www.prnewsonline.com/three-ethical-obligations-at-the-heart-of-pr/