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The public relations identity crisis
2 Feb2008
Public relations, as a profession, has an identity crisis. Not really a surprise, is it? Is it a touchy-feely trade that can only be learned through practice or a cold-hearted discipline informed by social science and buttressed by research? Are we a homogenous enough group that we can speak with one voice, or are we really an agglomeration of egos and anxieties craving attention and monthly retainers?
And who in the world can speak for us? Can we turn to an Alliance, an Association, or a Chartered Institute? Or must our identities be boiled down to more realistic descriptions: investor relations, health marketing, internal comms, or, dare I say it, blogger outreach?
For most PR pros, this isn’t really a crisis. They’re spending far too much time actually churning out tepid fact sheets, internal newsletters, lame untargeted media pitches, spending far too much time on twitter or thinking up new bizdev gimmicks.
The real identity crisis occurs every Thanksgiving when the extended family asks “how things are going in the job,” all the while giving you the stink eye. You know from experience that they have a stereotype of your work firmly stuck in their mind, and it’s not positive.
For instance, your older cousins could be thinking of Mike Damone, the scalper from Fast Times at Ridgemont High. Your Aunt could be flashing back to Ron Ziegler, Richard Nixon’s spokesperson. And that young niece? She’s thinking Billy Mays.
Wow. Scamsters. Hucksters. Second story men, the lot.
This is a baffling state of affairs because PR pros are surprisingly self-confident and certain of our own capabilities. Otherwise we wouldn’t be in PR – we’d be in journalism.
Unfortunately, no voluntary code, industry standards or charter will change that perception. There will always be a cheap, dirty and dishonest alternative willing to “do PR” for a client.
Which is why we can only hang our hat as public relations professionals on our own record of experience, professionalism and results. It’s a profession that revolves around the name brand, the free agent on the rise, and the personal connection.
7 Responses to The public relations identity crisis
Teri Leavens
February 2nd, 2008 at 11:03 am
I agree that PR professionals have a bad reputation and need to prove themselves; however, has that ever not been the case? I kind of think it has always been that way, and it will be interesting to see where it goes in the future.
Colin
February 2nd, 2008 at 11:21 am
Hi Teri.
I agree. I just think the continual worrying about how we can “fix our profession’s image” will never overcome the poor impression left by some anateurs - and some evil-doers.
Ed Hollett
February 2nd, 2008 at 11:58 am
Oh dear, some are undoubtedly saying. Yet another post about the bad image PR has.
Much of what you appear to deride - tepid fact sheets, newsletters, etc - is actually a part of what we do. Niotice, though, that I said a part, as in a piece or one aspect.
Public relations has many aspects or areas of practice that are defined bot by the client or market but by the internal skill. Writiing and editting high quality newsletters or other internal comms verhicles is an important aspect of what we do.
So too is analysing research.
So too is the day-to-day media relations role which is itself just as important as the PR manager higher up the organizational chart who figures out how to organize all the various technical specialties of PR into a properly structured campaign.
The problme we are discussing here - I think - is really the tendency for us as practitioners to ignore the crap work being done by hacks who call themselves practitioners and professionals but who really aren’t.
Our code of ethics rightly enjoins us not to criticise our fellows. Well, ladies and gentleman, the journalist hired for a mid level or senior job because he or she is related to someone important or hired because the company hiring had no clue what they wanted is not really a colleague. They are moonlighters. They are hacks. They are the people who, in another skilled trade, a guy like Mike Holmes would lament as he moves in to clean up their mess.
And at the end of that is really another aspect of the problem: client education. If we keep educating clients about what we do and, as you say keep practicing with high skills and competence, the moonlighters will be seen for what they are.
It might send some into the horrors but maybe as PR pros we ought to consider a campaign of consumer education, much as professional building contractors have done, to make clients aware of the horrors of hiring hacks.
Ed Hollett
February 2nd, 2008 at 12:02 pm
Given my numerous typos in the foregoing comment, perhaps you can appreciate my regard for editors.
Sherrilynne Starkie
February 3rd, 2008 at 12:47 pm
Interesting take on an often explored theme. I admire you for having relatives that have a view on our profession. Mine don’t have a clue what I do. And frankly, I don’t think they care.
Goodness Gracious, Great Blogs of Fire! » The Buzz Bin
February 5th, 2008 at 8:44 am
[...] CanuckFlack cites a public relations crisis, mainly that those close to us (family, friends) may view PR professionals as little more than spin doctors. He says, "unfortunately, no voluntary code, industry standards or charter will change that perception. There will always be a cheap, dirty and dishonest alternative willing to ‘do PR’ for a client." [...]
Strive Notes
February 15th, 2008 at 2:27 pm
PR identity crisis…
Colin says PR is having an identity crisis. Well we certainly should have an identity crisis, but I like to think of us more as being chameleons.
With each and every day, we take on the identity of other professions. One day we can be setting up a Face…