PR for the Public Relations Industry

Thanks for putting down in writing what I’m sure (hope) many in PR have been thinking for years. Well, at least I have. I’ve always resented the ’spin doctor’ connotation, but unfortunately as long as there are bad actors out there they will get the attention, and will define at least some of the publics’ perception of the profession.

Yes, the professional organizations in my opinion need to take the lead here. Spending so much time discussing/wondering about declining participation at events, low membership numbers, etc. without looking at the reputation of the profession as a whole strikes me as a bit like rearranging the deck chairs on the Titanic.

Who can do the most good? Oddly, I think PR bloggers like you and Bill Sledzik who are direct and open about the postives and faults of the profession are in the best position. Those tied in with big firms are going to be too parochial in making sure that it is the firm, not the profession, that is protected from criticism.

And yes, each individual PR practitioner, through his or her behaviors and actions plays a part too. How many see this as an individual responsibility instead of “someone else’s job” remains to be seen.

Great post/food for thought.

Jen

Thanks for the insight Jen. I can understand resenting the spin doctor image. In some ways I suppose you could say I’m in the same boat. But at the same time, I came to the realization a while ago that only I really had the ability to change how people see me. So I emphasize that I’m the furthest thing from a spin doctor a client / prospective client will find, and I generally find that they respect that, and respect me and what I do for them in the process.

And I can’t speak for Bill, but I promise that I have no intentions of becoming less “direct and open” here in the future. I truly consider myself blessed to not only be able to work independently but also to work with such a forward-thinking group of clients who can appreciate those same qualities rather than holding them against me or trying to influence what I say in any way. So as long as I have that freedom, I’ll be exercising it here (or at least for as long as I can). :)

I believe we as individual practitioners should be responsible. I don’t see how anyone could change societal views of public relations any more than I think people will start thinking highly of politicians, lawyers, used-car salesmen or journalists. We are viewed in a negative light.

What I do know is this: I can only control what I do as a communications/PR professional to influence how my sphere of influence sees my profession. I hope when people look at me and the work I do, they see a credible and honest professional who keeps in mind the best interests of my organization or client.

Yes. It’s up to individuals. But National bodies must start lobbying government to have PR regulated, much the same way as lawyers and accountants.

As I essentially pointed out to someone via email today, the second the government starts regulating PR is the second I start calling myself an “integrated marketing communications specialist” and continue on my merry way doing precisely the same work. Regulation won’t work. Hell, people in PR can’t even agree on what PR is, so why should that be determined by the government? (Not to mention that with as slowly as that would happen, the industry could drastically change a few times over.) Marketing folks do much of the same work these days (especially in the online environment), and to regulate PR, you would have to equally regulate corporate communications, publicity work, all forms of marketing, etc. As much as they’re separate disciplines, they’re too intertwined at this point in time for any kind of regulation to be taken seriously - far too easy for those who don’t want to abide by new ethical standards to simply “jump ship.”

I think this is a tough subject. For one, I think many conceptions about the PR industry are true. It is dominated by “chick” and there is always an underlining purpose for the company or organization that us professionals communicate for. This isn’t to say that we lie. Sometimes we cannot disclose the complete truth, other times we need to get the whole truth out there, even if it hurts the organization we represent. It’s not general promotions where the face of PR goes bad, it’s during crisis communication. Stick to your ethics and loyalty to the organization or people you represent and everything will be alright (and make sure your values lineup with those you represent!).

By the way, check out my blog for more of my thoughts on this issue and more on PR. It has a posting on this very topic.
johnnybpr.blogspot.com

Has anyone researched who regulates most professional bodies? I think you would find that the government doesn’t regulate (m)any of the professions (such as medical professionals, lawyers, accountants).

Rather, generally governments (regional or national) grant (or recognize) regulatory status (including licensing, where applicable) on the affiliated professional bodies. At least this is true in North America.

Ergo, I don’t think you need fear that Uncle Sam plans to regulate you (as PR, marketer or integrated marcomm practitioner), because he doesn’t want that job, Jenn.

Perhaps, but Uncle Sam is less of an issue to me than having any kind of big brother scenario in this industry. It won’t work. It’s changing too quickly for most PR professionals and firms to even keep up - the last thing we need is some organization muddying up the waters even more. Until they prove to me that they’re competent in the changing field, I wouldn’t even consider abiding by their “rules” (why I refuse to join such organizations to begin with). I don’t believe it’ll happen, but if it did, I’d sooner quit PR than put up with it.

For example, who the hell is an organization like PRSA to tell someone whose work crosses several disciplines what they can or cannot do? Who would regulate blogging for instance (something that crosses lines from PR to marketing to a business model in its own right - and something that will never happen)? Who can / should regulate things like social media usage (again, never gonna happen - I’d go so far as to say it’s impossible given even the most basic of privacy options in most social tools)?

And where do we draw the line at who would or wouldn’t have to answer to whatever organization is appointed to regulate the industry? Just the strict PR folks, or do we start lumping in the corporate comm. folks and all of the other comm and related disciplines - and how would an organization actually regulate these folks with so much of what we do being entirely behind the scenes?

It’s not like in advertising where everything essentially has a public face. It’s not like a legal environment or a medical environment - too much of what we do is completely private, outside of the public eye, and outside of any real potential for regulation.

To make matters worse, a lot of the “bad PR” we see has nothing to do with the actual PR consultant / rep - our advice isn’t always taken, yet the negative results when it’s not are equally thrown on our shoulders under public scrutiny.

And to top that off, what are we going to do about all of the business owners doing their own PR work? Or those having their marketing teams handle their PR work (which I see a lot even in small business environments - usually simply due to a lack of understanding there’s even a difference)?

Love ya Judy, but I don’t see my views on this one budging. ;) Ain’t gonna happen… and it shouldn’t.

I know you aren’t a “joiner.” For that matter, many younger PR practitioners don’t seem to have an interest in their national PR association. “Alls I’m saying,” is that if any organization is going to act as a regulatory body for best practices for PR (including a code of ethics and discipline process with teeth), the national PR associations make the most sense.

But (as I’ve stated elsewhere) most PR-oriented bodies are optional industry/trade associations, not professional associations, meaning that membership is not a requirement to practice PR. And at this point the marketplace doesn’t seem to overly value the association connections or their accreditation programs (e.g., APR), which again leads to less incentive for practitioners to join up (particularly if paying the fees personally), and hence they go it alone and do not abide to any formal rules of conduct. Like a certain former press secretary for your government…he isn’t/wasn’t a member of PRSA….

And I thank the PR gods that they’re not overly valued. ;) This is precisely why I don’t think regulation is ever going to happen though - I can’t imagine forced participation in these national organizations ever coming about.