Publicity and public relations do not go hand in hand. As a communications professional it’s easy to make this distinction, but to the general public it may not be as easy to differentiate the two. The 2014 Oscars are tonight, and while it’s a great event honoring our best and brightest in film, a problem still persists that continues to plague the PR industry, which is suffering from mistaken identity.
To put it lightly, the entertainment industry has belittled the value of public relations. If an actress sleeps with her married director (cough Kristen Stewart) and her reputation is at stake, what are the first words you hear? Public relations. Need to do some damage control? Get the PR person on it, because that’s clearly all we do as PR professionals. Our profession strives for transparency, trust, and a strategic approach to communication. A word like publicity is grouped with public relations so often, that if you don’t study our trade it’s easy to assume public relations is superficial and lacking depth.
Unfortunately we have many forces working against us, with the media as one of the primary culprits. They’ve perpetuated the false idea that public relations is only newsworthy and relevant when a major crisis erupts. Crisis communications is only one of many concentrations that fall under the large umbrella of public relations. Our work is not one-dimensional, but to outsiders I can see why that common misconception is alive and well.
To fix this problem, we must do what we do best. Educate, then persuade the public to maintain a certain point of view about what we really do as communications professionals. We’ve had a difficult time branding this new era of public relations, which isn’t just about manipulating news stories and unethical practices of the early years. Our profession has matured, and it’s time to make an effort to change the negative, uninformed perceptions and attitudes associated with PR.