What’s in a name?
Well, according to the Public Relations Society of America, an awful lot of needless guff.
It seems, due to the ever-changing face of our industry, they feel the need to redefine ‘public relations’ and in so doing, have apparently suffered from a severe bout of verbal diarrhoea.
Currently, they are inviting PR professionals to provide feedback on three definitions as follows:
- Public relations is the management function of researching, engaging, communicating, and collaborating with stakeholders in an ethical manner to build mutually beneficial relationships and achieve results.
- Public relations is a strategic communication process that develops and maintains mutually beneficial relationships between organizations and their key publics.
- Public relations is the engagement between organizations and individuals to achieve mutual understanding and realize strategic goals.
Now, if you’ve read even one of my previous blogs, you’ll probably be painting the picture of a grumpy ex-hack for whom cynicism and sarcasm has become a competitive sport. If I’m not yet a professional moaner, I’m easily a top-ranked amateur.
That said, I can’t be alone in thinking the above definitions do absolutely nothing for the image of the modern PR person. In fact, the pretentious, convoluted tone is downright off-putting.
Personally, I have no need to be defined and as far as I’m concerned, this job is exactly what you make it. There are a multitude of methods and styles that allow you to reach the same goal and, no matter how the landscape changes, it’s up to the individual to make the most of the tools at their disposal.
Once this definition is finalised, what exactly are we supposed to do with it? Am I to write it on the back of my business card and slot it neatly into my wallet so it can be trotted out verbatim the next time someone throws me a puzzled look when I tell them what I do?
Answers on a postcard please.