Why the PR industry is facing a PR challenge

Gerard F. Corbett

A major public relations body is calling on the industry to unite and banish "a preconceived notion of what PR professionals do" in the eyes of the public.

In a comment piece on The Drum today, Gerard F. Corbett, chair of the Public Relations Society of America, says the industry as a whole needs to better communicate what it actually does.

"For a profession on which businesses spend billions of dollars each year, there is remarkably little understanding of what we do," Corbett writes.

"In essence, we in PR admittedly have a PR challenge."

The PRSA is running a campaign called 'Public Relations Defined' (hashtag: #PRDefined) to start a dialogue and debate about what public relations is, what practitioners do, how they do it and who benefits from their services.

Corbett said: "The ultimate goal of this initiative is to develop an intuitive and universal, dictionary-like definition befitting the modern role and value of public relations.

"In order to appropriately and objectively quantify public relations’ value, we must have a simple, universal definition that distinctly encapsulates our work. Anything else will perpetuate the continuing confusion and misunderstanding that exists; much of it of our own making for overlooking the evolving role and nature of our work."

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Staff Writer

The Drum is a global media platform and the biggest marketing website in Europe. We produce The Drum magazine, 30 awards and events and manage The Drum Network which aims to make independently minded agencies more successful. We also help brands find the right agencies to work with through the Recommended Agency Register (RAR).

All by Staff