Redefining Public Relations
Public Relations (PR) is not what it used to be. Today, public relations is an essential component in a broader integrated marketing communications strategy. Public relations practitioners eager to stay relevant and participate in game-changing campaigns, must be just as eager to upgrade their perspective and their skill set.
Much like current perceptions of the profession, the well-established definition of PR - “Public relations is a strategic communication process that builds mutually beneficial relationships between organisations and their publics.” - as defined by the Public Relations Society of America (PRSA), needs to be expanded to reflect emerging trends.
Framing the Convestation
To be fair, the art and science of PR have evolved from simply seeking publicity to include corporate communications, corporate social responsibility, brand building, public affairs and related disciplines. Modern public relations professionals interact at all levels of organisations and with a diverse number of publics. PR authorities “frame” the conversation in the best possible light without giving in to the temptation to lie. The “always-on” profession already requires its practitioner to be multi-disciplined, yet still limits itself.
Often, PR professionals are attached to marketing departments, but in practice are only consulted after the execution of the marketing campaign or (worse) when the proverbial faeces hits the oscillating device. In either case, the PR specialist is expected to act as a fixer and fails to achieve the opportunity to serve as a builder.
This model does produce results, but in an increasingly cost-conscious world, the result is anaemic.
Transforming the Conversation
The evolution of PR from pursuing publicity to engaging with various publics is heavily influenced by the emergence of social media. To be fair, social media has turned more than just PR on its head; social media has significantly impacted how, just about everyone, communicates. This includes communications between, and with, corporates and individuals independently and to each other.
PR has also been transformed by the demands of mainstream media in desperate need of new revenue sources to compensate for losses suffered at the hand of social media advertising. Editorial space is no longer sacrosanct. Savvy (or savage) media houses are weaving in paid content with legitimate reporting at premium prices. This presents new changes for PR professionals who, quite frankly, wish to remain professional by not selling their integrity through the purchase of paid press.
Journalist and Public Relations Consultant Michael "Mike" Jarrett noted that "It is always better to buy space and, on the basis of that purchase, negotiate with the advertising department for additional space." Such a negotiation is more effective when advertisers and PR experts collaborate.
Integrating the Conversation
The ongoing evolution of public relations has precipitated the need for integrated marketing communications (IMC). Mixing the elements – advertising and promotion messages, public relations messages, social media messages and others – together in customised proportions for maximum impact requires new skills and insights.
IMC offers exponential benefits including:
Highly effective message delivery
Efficient efforts from a single collaborative source plan deployed to multiple platforms
Massive returns on investment (ROI)
Moving forward, PR professionals must expand beyond the current practices to maintain a meaningful seat at the table and to play a significant role in strategic integrated marketing communications campaigns. Expansion will provide a platform to not just "hold a seat", but to head the table.
