FPRA Blog Week kicked off yesterday with four articles from Florida PR professionals. Day 1 highlights include:

Roger Pynn's article relating Physics and Public Relations:

It seems more than a little humorous for me to write about any law of physics since I never took a course in it, but Newton’s 3rd Law of Physics is an important lesson for public relations practitioners. The law states simply: “For every action, there is an equal and opposite reaction.”

Made a law of public relations, it would read: “For every action an organization takes, there will be an equal and opposite reaction.”

Some constituent, some public, some competitor, some one will react to what you do … and the responsibility of the public relations professional is to counsel and guide the organization to take those reactions into account before action is taken so the reactions to the eventual course of action will evoke the organization’s desired response.

Stuart Doyle, ABC on the importance of trust and values in corporate communications:

Passion for customers. Integrity, innovation, commitment. Accountability to shareholders, partners, and employees for commitments, results and quality.

Statements like those are typical of the values U.S. businesses cite in their eclectic mix of mass communication vehicles, from annual reports to Internet sites to new employee orientation video presentations. The values companies espouse tend to have common themes such as integrity, adherence to honest practices, and respectful treatment of employees and external target publics.

Nevertheless, living up to those noble attributes in today’s global marketplace often is easier said than done to the point that ethical challenges emerge frequently.

Roger Casey, Ph.D. on Millennials: The New College Generation:

Understanding the Millennial generation is key to educating them. At Rollins we have expended considerable effort to create a technologically rich, yet personally focused learning environment conducive to the needs of this “next great generation.” With their orientation toward achievement and the support of their elders, the Millennials have a tremendous future ahead. It’s our job to prepare them for it, and in our post-9/11 world, never has the breadth and focus of a liberal-arts education been so in need.

Many of the initial articles have generated a number of comments from within FPRA and from the outside world, which is exactly what we wanted.