what hope do we have when PR people can’t even seem to agree what it is that we actually do

06Jul09

So it may be that this is a small selection of public relations professionals, or even marketing and advertising practitioners who have these views. It also may be that this is a small hyper-community, not representative of a wider opinion base. But, in my experience and the PR/flacks that I have come across, this is pretty common. PR people can’t even seem to agree what it is that we actually do.

Factor in the wider ‘public’ who see us as anything from Spin-doctors, to communicators to an extension of marketing’s massive budget and our industry is in serious trouble.

The reason why I have started this post, and I intend to revisit this issue periodically, is a series of guest posts on mUmBRELLA focused on PR. The most recent guest post has generated some pretty interesting comments. In fact, another recent post also generated some interesting comments about the industry and what it is that we do.

In Craig Pearce’s post, titled ‘PR should be the boss of marketing‘, which I hasten to add was seemingly deliberately controversial, there are some who have commented with concerning views on us as a profession.

Even if those ‘commentators’ aren’t PR professionals, we still should listen and take stock. These are our industry colleagues ranging from those in media planning through to advertising and marketing. Many a public relations professional has to have a symbiotic relationship with these professions for the good of their client or their employer.

And if this is what they think of public relations, then we are in trouble and will always play second fiddle to other sectors and struggle for legitimacy internally with CEOs and senior management.

In his post, Craig asserts

Public relations is just as driven by business imperatives as marketing. Inherently, however, it is playing a bigger game. Without good stakeholder relationships an organisation will not only fail to achieve its profit objectives, it will have trouble simply existing.

So what do people think about public relations?

mUmBRELLA’s own founder and editor Tim Burrowes prefaces the post with

My view is that (although there are plenty of exceptions), PR and marketing are both a means to an end – to help companies profitably sell stuff to punters. Marketing is closer to that end than PR.

A comment in reference to the Wheat Board’s PR or there lack of:

Saying that AWB ignored PR is a very shallow analysis, given that the organisation deliberately embarked on an illegal course of action. I reckon they probably assumed they could spin their way out of it in the event they got busted. In my experience plenty of organisations see PR’s ability to deliver crisis management as far more important than overall reputation management!

A common theme is that we sound like we are beating our chests, but can’t even agree on what

why do practitioners of all sorts of communications specialities feel the need to argue that they are the most important function in the mix

I’m a little sceptical of the PR community’s ability to deliver on Craig’s promises. Many PR people understand one particular group of stakeholders very well – journalists. Their understanding of other stakeholder groups in the ecosystem (e.g. the organisations’s customer base) tends to be less developed unless they are involved in the the grubby business of making or selling stuff.

This is from a recently graduated public relations student

Personally i find that public relations can gain more from less, publicity for no cost. The only problem is the risk, it can be relatively hit and miss, being as reliant on stakeholders often with no interest or incentive to be kind about your product/campaign. At least with marketing you can mould the message being sent out to the masses

And a general snapshot of public opinion towards PR?

Now, all PR practitioners may be responsible, strategic thinkers like yourself but I suspect that there are an equal number of press release churners out there.

Sure, marketing is about driving sales, on the other hand PR people create relationships with consumers just to make every body feel all warm and fuzzy inside… Cosy…

forget PR, its a waste of time for most occasions – the way to get the medias attention is to book advertising! that way, you control your message, the media outlet makes money and can survive and both parties win!

PR companies charge a fortune, then waste it all on gifts that go in the bin. In my view most over promise and under deliver.

Getting close to clarity (and intelligence?)

Strategic public relations which includes stakeholder management and relationships, issues management, crisis management, government relations, community consultation etc etc etc complements the corporate and strategic levels of the organisation. It does not belong under or above marketing as the strategic focus is separate.

Build your credibility as a PR on the value you provide to media through newsworthy stories and being quick and responsive to requests. Not rocket science.

What is the issue in agreeing and even setting some core operating principles for public relations?

How are we to garner trust and cement our profession in the corporate and business world if we can’t even agree with what it is that we do? And worse, when others have long entrained perceptions of what we do?

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Tags: advertising, chest beating, industry, marketing, opinion, PR, principles, profession, public relations