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Lucien Matrat ethical framework and its influence on European public relations
Jordi XifraPompeu Fabra University
Lucien Matrat (1907-1998) key points & ideas
Practitioner in petrochemical industryHe launched the idea to create an European Committee of Public Relations (CERP, 1956)
PR: doctrine, discipline, management style, profession
PR as “strategy of trust” Father of European School of PRAuthor of Code of Athens (1965)
Matrat and the European School of PR
CERP document (1975?)Essai pour une définition synthétique des relations publiques telles qu’elles sont décrites dans les documents officiels des associations nationales européennes
(Attempt for a synthetic definition of public relations as described in official documents of the European national associations)
SampleSwitzerlandDeutschland
FranceGermanyBelgiumDenmarkSpain
PortugalUnited Kingdom
FinlandGreece
+ IPRA definition
Results & ConclusionsR1: Definitions content not only what PR is, but also the role and duties of practitioners.
C1: The is a clear deontological approach to PR
Results & ConclusionsR2: The majority of definitions consider PR a management function.
C2: Matrat: PR is a management function, a management style, an ethical contribution to management
Results & ConclusionsR3: PR goal: to build, to set, to maintain, to develop or/and to improve… TRUST, SYMPATHY, UNDERSTANDING.
C3: This is the ethical approach purposed by Matrat.
In sum... & further research
All the PR definitions of the European professional association in the 70s were imbued with the ethical current of the European School of PR.
But… what was the role of Matrat, his disciples and his work (the Code of Athens) in the adoption of those definitions?
