Once upon a time, when I was a young woman starting a career in public relations, my boss told me that the only thing we had to sell was time.

That is, time for media pitches. Time for research. Time for interviews. Time for reports. And, most important of all, time for writing.

It turns out that his statement was only half-true.

As PR professionals, we sell both our time and our integrity. One is not effective without the other. If you spend too much time on an account, the client will balk at your billable hours. Likewise, if you lose your integrity in pursuit of the Next Big Hit or sell out to unscrupulous supervisors, you have lost it forever.

I’m a past president of the Orange County Chapter of the Public Relations Society of America. One of the things that drew me to become a member was its Code of Ethics and strong commitment to the truth.

While PRSA argues, I think rightfully, for the public relations professional’s place in the board room with other high-level executives like attorneys and CFOs, its every argument is backed up by a strong code that bonds us together. We first and foremost adhere to the code in everything we do; anything else we add to the mix is gravy.

Why are we so committed to guarding our integrity?

As PRSA Fellow Kirk Hazlett writes in PRSay in September 2017, “Because the public relations field, like many other professions, is still regarded with skepticism by some based on the all-too-public shenanigans of a few of our community who refer to themselves as ‘public relations professionals’ but whose credentials are, at best, spotty. And their actions are taken to represent the way in which we all operate.”

True enough. Anyone with the audacity to hang up a shingle can call herself a public relations professional. My other reason for joining PRSA was so I could test for and receive accreditation in public relations, a title that determines one’s knowledge, ethics and commitment.

As Hazlett points out, “the tools used by public relations professionals in the conduct of their services to clients or employers are increasing exponentially. For those of us who have been around long enough to remember the advent of that remarkable time-saving gizmo called a ‘facsimile machine,’ today’s options can be mind-boggling. We think we’ve got a handle on the do’s and don’ts of the various platforms; then along comes a new means of communicating and, with it, a whole new menu of potential ethical mishaps.”

Using PRSA’s vast database of best practices, members can be assured they know the right way to use social media. But that is just one example of the ways the organization ensures we operate with the best information in the most ethical ways possible.

“Ethical thought and action isn’t an on-again/off-again ‘nice to know’ aspect of a public relations professional’s existence,” Hazlett notes. “It is an all-encompassing, never-ending responsibility that serves as a sign to others of the realities of our field.”

Indeed, Hazlett sums up, “Ethics should occupy a key position in everyone’s repertoire of knowledge, skills and abilities. It should be top-of-mind in our day-to-day activities. Regardless of where we are or what we are doing, ethical practice and behavior should always be at the forefront.”

If I leave you with nothing else after you finish this blog, remember that PR is more than news releases and crisis planning. Time matters. But so too do the ethics you incorporate into your every PR practice.

Anybody can hang out a shingle and proclaim themselves an expert in public relations. Those of us who practice public relations employ well-recognized tactics, such as news releases, social media postings, publications, media relations, fundraising support materials and more. But more importantly as PR pros we use deliberate, proactive planning skills to tackle issues strategically for both short- and long-term success.

So how can PR work for you?

Thinking strategically not only provides the perfect environment for bottom-line business success but with careful planning, lays the groundwork to avoid potential crises. While it’s natural to want immediate action and quick payoff, devoting adequate time to research and planning will create a PR plan that generates lasting results.

When you hire a PR professional or a public relations agency, your new hire will take time up front to analyze your company’s existing communications efforts, its mission/goals, the organization itself and your key audiences. It’s the quality and depth of this research that provides your PR representative with the necessary knowledge to develop your communications action plan.

Once your PR pro is up to speed, they will work with you and your internal team to establish how the communications program will reach the desired goals and outline each quantifiable and qualitative objective – along with the details, timelines and deadlines for each one.

Then it’s action time. Website is polished. Internal e-newsletters are created. Brochures and media kits are produced. Email strategies are launched. Social media schedules are established. Magazines and periodicals are published. Each piece of the plan strategically works together to spread your message, build frequency and reach your target audience.

As your company sees results from the strategic communications campaign, the best PR pros will then provide you with detailed metrics to show what worked and why. This detailed analysis provides justification for continuing and expanding your PR efforts.

Thinking strategically means going beyond the routine issuing of news releases or postings on social media to become an organic part of the client’s business plan. This proves worthwhile in generating new business and underscores your company’s value to existing clients.

Can a virtual public relations agency provide the same level of professional service as a large brick-and-mortar firm? Yes, say growing numbers of businesses.

Washington, D.C. PR pro Melissa Mathews, president of The Mathews Group, recently noted in PRNews online that clients increasingly need flexibility and efficiency and are forcing even traditional PR agencies to recognize the need to adopt virtual or hybrid models.

Particularly for smaller businesses or sole proprietors, working with a virtual agency makes sense. The first and most obvious reason is that by its virtual nature it offers the most competitive rates – you won’t pay for overhead or administrative services. In short, virtual agencies offer:

• Quick turnaround on projects 
• High value for lower cost 
• Personalized customer service 
• Specialized attention to your account 
• No retainer fees or other hidden costs

Successful virtual PR agencies also offer great talent. The best ones are operated by seasoned practitioners who are organized, disciplined, dependable and self-motivated. Virtual agencies can expand or reduce based on client needs and have no boundaries on the talent they can offer. Virtual agencies bring the best people to the job, regardless of where they live.

Virtual agencies have built-in flexibility and little turnover so they retain staff through life changes or moves. And because they have many years in PR, virtual practitioners are more intentional and specific about integrating and collaborating.

They maximize technology to keep things running across the time zones and miles. By leveraging virtual meeting apps, as well as Skype, FaceTime and other technology, virtual agencies can be in touch with clients 24/7. In fact, working virtually means agencies offer expanded business hours, so they can offer round-the-clock coverage if a project is pressing, a benefit typically enjoyed only by large agencies.

While virtual agencies are able to establish traditional agency reporting structure with virtual frequent one-on-one client meetings, unlike brick-and-mortar agencies, they aren’t spending a lot of wasted administrative time on internal meetings.

Perhaps best of all, clients can benefit from the virtual agency’s nimbleness, which allows for rapid up-and-down scaling of resources as work demands. This is particularly attractive as the number and complexity of projects increase.

Volumes of information are available online if you are considering hiring any kind of public relations assistance. Before you decide, make certain that the representation you’re considering subscribes to the Public Relations Society of America Code of Ethics and that its principal has years of recognized professional experience.

While anyone can hang out a virtual shingle and proclaim themselves a PR professional, the practitioner you ultimately hire should prove their credibility. Ask to see high-quality samples of their work in a related field; ensure that they exhibit excellent strategic skills; and confirm that they display stellar talent as a written and oral communicator. Unless they have been recommended to you by a trustworthy source, don’t be afraid to ask for a reference or two. To protect yourself financially, ask for a proposal/estimate upfront.

They represent you and your company, so you should be confident about their abilities, reputation and integrity.