PR Redefined: A Global Perspective

It happens like clockwork at every social gathering when I go home– ‘The Question’ arises:

“Are you still in school, dear?” (Always said as though I’m a convicted felon serving time.)

“Yes ma’am.”

“Hmmm…and what is it that you’re studying again?”

“Public relations.”

Blank stare.

“Well, isn’t that nice.”

It’s something students and practitioners alike struggle with – and I’ve even heard members of the profession result to using terms such as ‘marketing’ or ‘advertising’ to describe it.  

To correct this wrong, the Public Relations Society of America recently set out to redefine PR for the first time since 1982 (to put this in context, 1982 was the year of Thriller and E.T.).

Out of 927 definitions submitted, the winner was….

“Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.”**

Yes, the definition is simple and straightforward and perhaps a tad more idealistic than realistic with a subtle nod to the Grunig and Hunt two-way symmetric spill (there’s a rant for another blog…).

While it may help solve the PR identity crisis from an American perspective, it does little to unite PR from a global perspective.

Around the world, PR is still in varying stages of evolution – in some countries, it’s driven by media relations and a ‘wining and dining' mentality.  In other regions, PR is associated largely with development communication. In some nations, the profession is regarded as a lucrative industry, while in others, it’s not even called ‘public relations’ at all.

(For more information on global PR, consider purchasing ‘Global Public Relations: Spanning Borders, Spanning Cultures’. Yes, this is a shameless plug.)

The fact of the matter is public relations, particularly on a global level, may be too complex to nicely package in a definition.

Do you think PR can ever be defined by one definition?

By Chelsea Wilde

Manager

**I’m sure this definition was submitted by someone making far more money than I do as a graduate assistant.

Going from “Intern” to “Young Professional”

Image source: Ambro/Freedigitalphotos.net

An internship is…

   A) An easy three hours of credit.

   B) Free slave labor.

   C) Something to put on my resume.

   D) None of the above.

You might have guessed ‘C’. The real answer is ‘D’. It’s true – an internship is something to put on your resume. But if that’s all it is, then you’re wasting your and your employer’s time. Take it from someone who has been there, done that, and got the ‘A’.

And looking back, I could have made it so much more than bumming around the office, waiting to spit out another press release (though, let’s be serious, by the end of the semester, I could write a beast of a press release…).

But that’s not the point.

The point is...an internship is what you make of it. Here are a few tips I picked up along the way:

·         Be proactive. Don’t be afraid to offer suggestions or voice concerns. It shows you care and you’re thinking about your work.

·         Ask questions. If you don’t understand something, ask! An internship is supposed to be a learning experience.

·         Use it as a time to network – if you get a chance to attend an event, don’t just sit there like a bump on a log. Talk to practitioners, find out what they do and learn from their valuable advice. Take your own business cards and be sure to get one from them, as well.

·         Keep ahead on the latest trends. With social media, it’s one day you’re in and the next day you’re out (2 points to the first person who can tell me where that quote came from). If there’s something your organization isn’t doing, let them know.

·         Stay late if you need to. It shows you’re involved in the organization and a dedicated individual. And if there are other interns, it’ll set you apart.

·         Look the part – dress like a professional, not a college student. People will take you more seriously and you’ll feel more confident.

·         Ask for constructive criticism and feedback. Yes, it can hurt But realize it’s nothing personal – and it’s benefitting you in the long run.

Now it’s your turn: what do you add to the list? 

By Chelsea Wilde
Manager 

Public Relations vs. Marketing

Public Relations and marketing are two professions that work well together in accomplishing a main goal of understanding your consumer and the relationship they have with your brand or product.

My knowledge and interest for both fields of study has grown over the time I have been pursuing both degrees. Lack of knowledge about either profession creates misperceptions and judgments. Therefore, having a clear understanding of the similarities and differences is important in a competitive market.

Image source:  http://soffrontblog.com   

A technical definition of public relations is a management function that uses two-way communication to receive information from and give information to an organization’s various publics (Rothberg, 2011). An important distinction between public relations and marketing is that public relations use tools that are less costly, while still reaching a large audience.

The primary tools of public relations are press releases, feature stores, publicity, sponsored event, interviews and press conferences. It is essential for these tools to be sincere because consumers will see right through it. Also, if it does not feel authentic to the consumer the effort loses its value and impact.

Public Relations is an important aspect of a company as its efforts generate free exposure due to increased press coverage. Many marketers would agree to say that public relations is a more memorable and impactful way in reaching the goal of a consumer.

Marketing can be defines as consisting of actions designed to elicit desired responses from a targeted audience (Oakley, 2010). Marketing is pervasive in consumers’ daily lives. Its effects are embedded in everything we do: from the clothes we chose to wear, to the ads we see around us, to the internet websites we chose to visit (Oakley, 2010).

A common misperception about marketing is that its main goal is selling the product. Nevertheless, marketing is not selling. Marketing is all about customer needs and using integrated marketing to profit through customer satisfaction (Oakley, 2010).

I think both marketers and public relations practitioners have a limited and selective knowledge about each other’s profession. Misperceptions and judgments are easy to make when we lack knowledge. After all both public relations practitioners and marketers are creative, passionate, and willing to think outside the box. They both approach a market from a relationship standpoint and design messages around the needs and perceptions of the target audience.

By Meliha Krvavac

Associate Manager

What to expect when expecting… GRADUATION!

As a senior anticipating graduation, I am often asked: “What are you going to do after you graduate?” Making plans for post graduation can be overwhelming. Luckily, there are many resources for students looking to transition into PR professionals.

One option is joining PRSA. Students can begin their membership up to five months before graduating. Joining this organization provides many opportunities for networking and learning, as well as career development resources. If your decision is to continue your education by attending graduate school, you can still apply for a PRSA membership. Here is a link with more information about PRSA and how to join: http://www.prssa.org/career/beyond_graduation/

Visiting websites and reading publications on a regular basis, which relate to PR, is also not a bad idea. These include PRWeek, PR Journal, The Public Relations Strategist, PR Daily News, etc. The competition for entry-level jobs can be intense. However, using available resources and staying focused can help one’s odds.

On top of all the stress, there are a few things for PR graduates to be comforted by… According to the Bureau of Labor Statistics, the employment of PR specialists is expected to grow much fast than the average for all occupations. Also, graduates with specialized knowledge in global PR or experience internationally are in high demand. Here is a link with some helpful information: http://www.bls.gov/oco/ocos086.htm#emply

Do you know of some other good resources for PR students who are anticipating graduation? Are there any other good plans for one to have for making the transition from student to PR professional?

By Sammie Jo Dellinger
Associate Manager