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| Version | User | Scope of changes |
|---|---|---|
| Nov 12 2006, 9:43 AM EST (current) | jamaalrbell | 2 words added, 1 word deleted |
| Nov 12 2006, 9:38 AM EST | jamaalrbell | 895 words added |
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LETS DEFINE PUBLIC RELATIONS NOW!
Good afternoon friends,
Yes, I know it’s late for an espresso, but have one with me real quick.I’m buying!
PR is a term used loosely, moreover, it has a negative connotation. Some people call it “spinning,” publicity, promotion, or down right B.S. I disagree. The problem is the profession doesn’t have an official standard definition of PR.
Yes, we’ve established definitions of the functions and tools we use to perform PR, but we don’t have an agreed upon definition of the “science” of PR or what PR “is.”
I read the July 25, 2006 article called, “PR Searches For A Definition” on www.odwyerpr.com. O’Dwyer claimed that PR does not have a solid definition of what public relations is, and he is right.
Public Relations Society of America’s definition illustrates what PR “does” and the different functions and procedures our education allows us to perform (i.e. advertising, marketing, promotion, reputation management, identity building, etc.). These are only functions and tools of PR; again not what PR is.
How can we define PR? First, we must identify and admit the profession’s major constraints. Then, define what PR isn’t. Next, define what PR is. Finally, develop the definition.
Admit PR Constraints:
Corporate constraints- In most corporate businesses the PR is not the CEO, and one of our constraints is that the CEO will tell us what they want their perception to be; even thought their publics own their perception and reputation. It is a tendency in some corporations that every person in management thinks they know how to do PR, therefore telling the PR manager what messages to deliver to the public.
In corporations, our initial “best practice” advice isn’t always accepted and used. You have many businesses who hire professionals to be their PR who isn’t educated in the science of PR. Most professionals can think of more constraints that restrict them from doing successful PR in the corporate sector, but let’s move on the agency constraints.
Agency constraints – Some agencies will work with client that has sensitive or confidential information and will not release that information to the agency. Some organizations who hire agencies for PR services want to be directly involved in the strategic planning process and will not allow proper time for secondary and primary research.
Most agencies around the world today are full-service agencies that perform marketing, advertising, publicity, and media relations. Furthermore, would combine the advertising, marketing and public relations efforts into one plan when it should be separate plans because they have different goals. Some clients see PR as a last resort and only come to agencies when they have an immediate crisis problem. Diversity Moreover, diversity on PR account teams lack in some agencies.
Practitioner constraints – Professionals are willing to bypass ethical considerations for the big paycheck. Some professionals who are not PR educated confuse advertising, publicity and marketing with PR.
There are organizations who do not have or cannot afford an educated PR professional and they do their own PR. Thus, not being aware of the proper way to conduct business and not knowing the PRSA Code of Ethics.
Nobody is perfect we all make mistakes in planning and implementation. Being human is also a constraint.
Constraints of current public perceptions of PR – The public’s Expectations of PR is to be honest and ethical professionals. They depend on us to have accurate information they can understand available.
The public cannot accurately define PR. The lack of definition leaves the public to define it for themselves. When we deliver information asymmetrically (i.e. like government information) the public feels they cannot respond to information or contribute ideas. Remember we are suppose to enhance the free flow of information, fair competition, foster open communication, avoiding conflicts of interest, responsibly safeguard confidences and enhancing the profession.
To do that we need a definition of the science of PR, but now we must define what PR isn’t.
Public Relations isn’t: advertising, publicity, spinning, promotion, marketing, propaganda, sloganeering or speculation. Some professionals and non-professionals use these as tools. Some ignore or are ignorant to the PRSA Code of Ethics and use these tools for evil.
Public Relations is: the delivery of new factual information that is proven. Designing tools to accept and respond to comments from publics. Public Relations is strategic communications planning to ensure publics are accurately informed, and evaluate and improve communication efforts.
Ensure that one maintains the PRSA Code of Ethics in every strategic or contingency communications plan. One must build positive, beneficial and transparent relationships with publics and distributors of information. Finally, PR is acting as a communications mediator.
After years of studying, inquiring and performing public relations, and being influenced by my mentors Dr. Melvin L. Sharp, Dr. Becky McDonald, Asst. Professor Bob Pritchard of Ball State University and David Shank of Shank Public Relations Counselors my definition of public relations is:
“Public relations is the act of creating, mediating, managing and evaluating ethical strategic communication efforts while building positive, beneficial and transparent relationships with publics and distributors of information.”
This definition that explains what PR is. It defines PR as a science. The many versions of definitions we have now, define us like a trade profession. This definition doesn’t compare with advertising, marketing or any other professions, because our profession is different. Moreover, this definition doesn’t constrain us to being tools.
