Much research shows that organizations that interact responsibly with their publics are also the most successful - based on financial and non-financial criteria.
Symmetrical PR helps society at large by improving relationships while strengthening the industry's claim that it's a profession - which, by definition, is concerned with the greater good as much or more than self-interest.
I've been asked, "Does anyone really practice PR this way?" Clearly, many giants of this field have thought so. Ivy Lee told the Rockefellers to ...