Control

Control is one of several variables basic to many scholarly disciplines and a basic theme of best practices of public relations. Such is the case because control is fundamental to human existence. People want control over matters relevant to their health, safety, and general well-being. They try to minimize risks or otherwise control them, for example, by acquiring specific knowledge and learning special skills. They may take driver's education to master the operation of an automobile. That knowledge and skill allows them to calculate and adapt to the behavior of other drivers and pedestrians. Traffic rules are created and enforced as a means for controlling the flow of traffic and the operation of vehicles.

Society is composed of many professional roles, such as fire and police personnel, who are expected to assist citizens’ efforts to control events in their daily routines. Chefs seek to control the quality of [Page 190]food. Plumbers work to control the flow of water. Electricians learn means for controlling electricity. The list goes on and on. And, it suggests that control is not inherently bad and often is a positive factor in the quality of life. The challenge of “control” comes into focus when one or more entity works to control another. Even that is not inherently bad. Parents control the movement of infants and children for their safety. The issue is control that is unwanted, unwarranted, and undeserved.

Executive managements of companies want to control factors that enhance their chance of business success. Business entails risk taking; control is a regulative concept to increase the benefits of risk and minimize its harms. That is a basic principle of management. Financial reports announce controls; for example, cost control by technology innovation or personnel layoffs. Executives seek legislation and regulation that foster control over their enterprises. Bellwether companies often advocate, through industry trade associations or government agencies, higher operating standards that can reduce the likelihood that bad-apple companies damage the reputation of an industry by not being able or willing to exert appropriate controls. Or one industry seeks to control its operations by forcing controls onto other businesses. For this reason, the automobile insurance industry advocated more government regulation to achieve safer automobile designs. Such designs help reduce the business liability for insurance companies, as does stricter drunk driving legislation. Society benefits from the exertion of such control.

Products and services are advertised and promoted to help customers increase control over various aspects of their lives. Diet medications are touted to increase weight control; dental products to reduce tooth decay. Savings plans and insurance policies give people more control over their financial future.

On the other side of the coin, activism arises from a desire on the part of citizens—stakeholders—to control aspects of their life. Environmental activists believe that businesses (and various governmental agencies) exert either too much or too little control over their operations in ways that damage the environment. Thus, activists want to control corporate management through legislation, regulation, litigation, or consumer pressure.

Nonprofit organizations serve society by exerting control to solve societal problems where businesses or government fails to meet the challenge, creates the challenge, or needs special values or skills to meet the challenge. The Red Cross works to help people restore control over their lives when disaster occurs. Health-oriented nonprofit organizations, such as the March of Dimes raise money and apply it to research, therapy, and prevention, to control disease or reduce its impact on individual lives and community health. Fund-raising is an essential nonprofit activity seeking to bring stakeholders together to exert control in the interest of the community.

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