“When purpose is not known, abuse is inevitable.” This quote adequately captures the problem of public relations, which is ironic seeing that a profession whose duty it is to manage the perception of others hasn’t quite done so for itself. Few professions are as misunderstood as PR.
Over the years, the concept of PR has become synonymous with other communications concepts such as promotion, propaganda and marketing. This in itself is a huge red flag which industry experts have sought to solve.
The Public Relations Society of America defined the practice in 1982 and 2011. Simply put, PR is the strategic management principle that looks after reputation. This definition encompasses the diverse functions of PR which include Corporate Communication, Crisis Communication, Executive Communication, Internal Communication, Investor Relations, Media Relations, among others.
Failing to see PR for what it truly is (a strategic aspect of business and governance) is an oversight, one which the world is paying dearly for. Dare I say, that PR is the solution to everything that is going wrong with the world today. PR is invaluable in building relationships, preventing crises, achieving business objectives; pushing national interests as well as preventing and resolving conflict. Yes! PR goes beyond publicity and crisis management. To reap the unending fruits of PR, it should be embraced in the full spectrum of its functions and should play a central role in every organisation’s interactions internally and externally.
As daunting as this might seem, it’s not all gloom and doom. With the outbreak of the COVID-19 pandemic, many organisations came to rely heavily on PR to guide them through the unchartered waters of communicating effectively without appearing tone-deaf. This reliance on PR is earning it a much-deserved recognition and respect. However, how long can PR sustain this new ‘rep’?
Surely PR needs a dose of its own medicine. The solution to PR’s many problems is not one a magic wand can fix. However, an intentional approach by industry professionals to change the narrative could create a brighter future for the profession.
The birth of World PR Day is a step in the right direction. It presents a unified global agenda towards making the world understand, appreciate and utilise public relations better. By 2025, the World PR Day should have attained global recognition with PR professionals forming a united front to transform the profession they so dearly love. We will probably better appreciate the true power of influence, and the impact it can have on businesses, governance and every-day-life as we know it.