PR and the Fundamentals

What we are going through these days, deeply concerned over the possible impact on us of the current financial turmoil in the U.S.-- the collapse of Lehman Brothers, the rush acquisition of Merrill Lynch by Bank of America, the uncertain fate of AIG, and now the huge bailout plan by the Bush administration -- puts into focus a number of fundamentals that we in PR need to be constantly reminded of:

1. Things are seldom what they seem; bigness and power do not always stand  on  stable fundamentals. Stay with reason and sound thinking; take the broad view, think not only of yourself, but of others as well. 
2. We always have to be mindful of what is right and what is wrong; moderate vs. excessive, caution vs. frenetic speed. Never forget the customer. How will your exploits affect the taxpayer?
3. We need communication strategies and fluidity and impact in delivering messages, but above all communication must be based on commitment to truth.
4. All the time, we must be conscious of, and try to serve, not only our Clients, but also the public interest. In most cases, we do this  by faithfully performing our daily tasks, but reinforced by knowing that PR helps make a difference far beyond the walls of our offices.
5. What happens in one place affects the rest of us, and this is no platitude. Hours after Lehman declared bankruptcy, officers of at least one bank here were on the line to its Clients, assuring them. A day or two later, the bank sent them a letter, stating the bank's position vis-a-vis the U.S. crisis, and repeating the assurance it had given earlier.
6. Let us be ready for anything "bad" that might happen. Review our strategies and PR/communication plans, in case we need to come out publicly. Messrs. Paulson and Bernanke sounded at times uncertain when they were answering questions during their Senate appearance last night (over Bloomberg), but they had a basic plan they believe in, and were firm in their message--let us please do this now.  

Let us stay cool and consolidated in facing whatever the U.S. difficulties may bring us.  Let us see how  those in charge of the situation, there and here,  discharge their responsibilities. There will be lessons galore for all of us.