Defining PR -- It's Not That Complicated
When the Public Relations Society of America set out to redefine PR, it was an admirable endeavor that looked to modernize the definition to reflect the changing, and increasingly social, media landscape. However, since PR is an organic process, with unique goals and execution for every client, it will never fit under an umbrella definition.
The existing definition of PR, written in the early 80s, states, “public relations helps an organization and its publics adapt mutually to each other.” This is just as accurate now as it was 30 years ago. PR, in a nutshell, is, and always will be, the means of accomplishing a company’s communications objectives. It’s that simple.
But rather than look to the end result when defining PR, it’s more important to understand the process. This is truly where the evolution has taken place, and where the end justifies the means. The first step is defining the goals and audiences. Once you establish who you want to reach, then the strategies are developed and refined to connect your company with those audiences.
PR does not function in a silo. It is as a partnership that integrates with marketing, compliance and C-suite leadership to develop a strategy that gives a voice and identity to a brand. Creativity goes hand-in-hand with collaboration, with all parties bringing ideas to the table. Giving a brand a voice, with strong messages that demonstrate the company’s value to its audiences ensures that every spokesperson is on message.
Where the definition of PR does fall short is on the significance of compelling content. PR requires a deep understanding of the company itself, but also the needs of the media that cover it. Most industries operate in a crowded space, with a contracting media universe. The era when a reporter wrote a story solely off a traditional press release is rapidly coming to a close, and the need to augment releases with digital and social content is upon us.
While a company’s message may not change, the way it’s told has. PR is not defined within a constrained set of parameters, but rather as an organic and integrated process unique to the needs and goals of every client. When we look at the communications goals, objectives and strategies to achieve them, PR becomes as much about the journey as the destination.
Read more of Jennifer Connelly's PR Blog in Financial Advisor.
Tags: Public Relations, marketing, Blog, C-Suite, strategy, messaging, PRSA
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Yep, simple is better. There are several definitions from the early days of PR that still hold true for the majority of practitioners. Remember what Santayana said about forgetting to remember history. Frankly, I thought the PRSA effort, although no doubt well-intentioned, was counterproductive.
I believe that PRSA's definition, chosen in 1982, may have been somewhat oversimplified and frankly, a bit too narrow.
That's why I'm a big fan of how the Canadian Public Relations Society (CPRS) currently defines what PR is all about. It's a much broader definition, dating back to 2008, that has withstood the changing PR landscape brought on by social media:
"Public relations is the strategic management of relationships between an organization and its diverse publics, through the use of communication, to achieve mutual understanding, realize organizational goals and serve the public interest."
It's also the definition that is being used by Ryerson University's public relations program. Throw in the word "engagement" somewhere, and this definition could be even better! ;-)
And finally, although your post contains a lot of interesting and accurate observations, I'm a little uneasy about your statement that refers to the 'end justifying the means'. Surely, that can't always be the case.
Do you mind clearing that up for me?
Thanks!
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