In the 11th century, a great philosopher by the name of Atisha Di Pankara rose to prominence within Tibet. He did so through reintroducing Buddhism to the country now almost synonymous with “Following The Way”.
I must remind you, my friends and readers, that Buddhism is not a religion, strictly speaking, but more of a way to live life. I wish I could adhere to the concepts of buddhism, but it would require me to give up certain things that I hold unfortunate attachment to.
Nevertheless, Buddhism is a philosophy that I highly admire. And, within Buddhism, there are certain pieces of philosophy that seem to be cornerstones of Public Relations. These philosophies are from the aforementioned Atisha.
The ones I see as being in-line with the goals of Public Relations are as follows:
The greatest achievement is selflessness.
The greatest worth is self-mastery.
The greatest quality is seeking to serve others.
The greatest precept is continual awareness.
The greatest action is not conforming with the worlds ways.
The greatest magic is transmuting the passions.
The greatest patience is humility.
The greatest wisdom is seeing through appearances.
There are a few others that Atisha said that are counter to the goals of PR, so I have left them out. That notwithstanding, the ideology is very similar and when working on projects, it is good to be reminded that your goals are not necessarily your own. Or to draw parallels.
A PR agent works towards non-personal gain
A PR agent’s worth is through mastering their skills
A PR agent works for their client, not themself.
A PR agent must continuously survey the scene
A PR agent must think of original ideas
A PR agent must have a passion for what they do
A PR agent must not self-aggrandize
A PR agent must read between the lines.
Of course, this should come as no real surprise to anyone in this field. But if it does, then you just might have the need to re-evaluate what you’ve been doing. 😉