Is PUBLIC RELATIONS a Bad Word?

With so much newspeak in use for the term marketing communications, I am beginning to wonder is the term public relations is actually a “bad word.” Does it scare people off? Do people really know what public relations practitioners do? Do they care? Should they care?

Does strategic communications straddle the line between public relations and marketing? How about– integrated brand communications – closer still?

I’ve been thinking a lot about this lately and it occurs to me that a most people don’t know the difference between public relations and many other marketing terms we hear regularly. The interchangeability of terms used in today’s market is blurring the distinction, especially in the growing social media and blogging arenas.

Here is how I look at it, marketing equals sales strategy and support. Public relations equals positioning plus public relations plus professional writing plus media relations plus corporate communications plus events… virtually everything that comes between a company and its myriad audiences. Public relations then, is the integrator of the company, its brand and how that brand is communicated.

Public relations is the most credible communication vehicle to positively influence buyers and inform target constituents. It consistently provides the best return-on-investment of all communication methods. Public relations – or specifically, media relations in this example - is believable and highly credible because information is published in third party media and is written by journalists who research solid news to report. Now that is different from marketing in my book.

Back to my original question. Does the term public relations scare people off? Most people are frightened by things they don’t understand. Public relations is an unknown item, a scary term -- and scary is bad. So how do today’s public relations practitioners rectify this situation?

Well, as the phrase implies, practice. Put into practice the natural integration that effective public relations drives. Don’t be content with simply a seat at the table – bring a voice that integrates and coordinates all elements of a company’s strategic and tactical communication. Remember: public relations at its best, educates, informs and persuades. So practice, practice, practice.

Be informed - practice the art of researching pertinent information. Be articulate - practice the art of professional writing. Be knowledgeable -- know your many audiences, practice the art of good old-fashioned media relations and build effective relationships with all audiences. Be strategic – practice a strategic outlook and maintain a wholistic eye on your organization’s or client’s activities. Finally – recognize your strength. Effective public relations is integrated. It weighs all viewpoints, considers options and outcomes against long-term objectives and ensures the organization “speaks with one voice.”

Public relations alone is the natural integrator in any organization because it alone must weigh and carefully balance a company’s reputation, brand and perception across all audiences in order to move the “perception needle.”

Public relations then, is the conductor to the orchestra of a company’s total communications effort.