Step Four is the first action towards "ego inflation in depth" - this is the elimination of the false image or Self. Have you seen the movie, The Devil's Advocate? Toward the end of the movie, the wife is committed. To comfort the disturbed wife, the husband's assistant brushes the wife's hair while he and his mother talk in the hospital hall. The wife looks at herself in a hand held mirror. Instead of seeing the human form of the female assistant, the wife sees the evil creature of the woman's true Self. This example might be twisted, but this is how I see the selfish Self.
What does this have to do with PR? Our profession demands rigorous honesty. We must get rid of any I-Mine attitude and represent our client and our industry to the best of our ability. Revitalization of our industry begins with the awakened, compassionate and mature Ego.