6 February 2012 - 10:29am | posted by | 1 comment

Why the PR industry is facing a PR challenge

Gerard F. CorbettGerard 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."


7 Feb 2012 - 14:27
rluym54843's picture

In my career, it has been difficult to satisfy the demands/desires of each new VP or CEO that comes along because each of these business leaders has a very distinct view of what PR is and should do.

I have fairly broad view of PR being engaged in the dialog with key "publics" across the spectrum, helping create a better experience for each as well as for my own organization. Some of my superiors, however, have viewed PR as little more than a machine to generate press releases and obtain news coverage -- aka "free advertising."

Some VPs and CEOs have viewed PR my way; others just wanted the press release. It would be good to have a consistent understanding out there, especially in the halls of "marketing," about what PR is and does for an organization.


Please sign in or register to comment on this article.

Latest Projects from the Profile Hub

RSA – Accident & Health travel app development

The app is used by RSA business travel customers and is...

Tennent’s Hee Haw - brand and packaging design

The Brief Tennent’s Lager tasked 999 with creating the...


Xbox asked for a social campaign that would create buzz and...


Redefinition of the target generating trial through...

Martin House Children's Hospice Website

Project Insight With our growing expertise working with...