After watching this video and reading recent discussions, it is quite evident that PR needs some help.
The blame for PR’s negative spin can’t be placed on one person or organization. It’s the job of each individual PR professional to prove our negative image wrong by explaining what is the function of PR. (Hint: We are not party planners.)
The fact is, whether people view PR as a positive or negative, they need us. People need us everyday to provide them with communication support.
So we’ve achieved the first step, admitting we have a problem, now what?
What is PR?
Well, that depends on who you ask and when you ask.
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Edward Bernays: Public Relations is a management function which tabulates public attitudes, defines the policies, procedures and interest of an organization followed by executing a program of action to earn public understanding and acceptance.
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Public Relations Society of America: Public relations helps our complex, pluralistic society to reach decisions and function more effectively by contributing to mutual understanding among groups and institutions. It serves to bring private and public policies into harmony… (Read the full PRSA official statement.)
PR needs ONE simple definition that everyone can endorse and that will stand the test of time. We need a solid foundation that will remain constant as our industry evolves with culture and new technology.
What do you think of this: PR builds relationships.
Once we are able to effectively and concisely answer what is PR, then we can address how we build those relationships.
Here’s an irony, Megan. Our PR Case Studies class this semester is studying the gender imbalance in public relations — about 90/10 here at KSU, and 80/20 nationally (at best). A lot of the women in the class — and they are all women — are concerned the PR heavy focus on concepts like “relationship building,” “consensus” and “dialog,” my be a turn off to young men. It’s only a hypothesis, but an interesting one.
Bill–I understand how a definition of “relationship building” can make it sound like we are “matchmakers” and not true business people.
I really wasn’t sure what PR was until I took the Principles class. I think this is a profession that combines creativity within a business frame of mind.
I will be interested to see what your Case Studies class comes up with to help our industry.