The negative and often misunderstood perception of public relations professionals and the entire industry has been the thorn in our profession’s paw for decades. We’re managing the reputation and image of clients we represent, but what’s being done to manage the reputation of our own industry?
The C-suite is starting to realize the value of public relations toward the overall success of an organization. If we want the respect we deserve as a profession, PR executives must be included in strategic business decisions made by top executives. The tides have slowly been changing, and it’s exciting to see the influence public relations has garnered in recent years.
It boils down to an industry’s damaging image that’s been shaped by the media, television and the ethical wrongdoings of days past. There’s a common misconception about what we do as PR professionals. For a thorough, accurate explanation of what we actually do as practitioners, this PRSA article sums it up perfectly.
If we’re hoping to improve our industry’s reputation and gain influence atop the corporate ladder, we must:
- Prove our worth by using appropriate measurement standards to tie in PR plans and strategies to the bottom line of a company
- Not let publicity define public relations
- Highlight and enforce our Code of Ethics to ensure the profession continues to be positively perceived in the eyes of consumers and other professions.
- Change the stigma of PR pros being viewed as flacks or spin doctors. Transparency and openness is crucial toward the success of our profession for the long term.
- Practice corporate social responsibility by supporting the communities and people you serve. These good deeds humanize our industry and make it clear that philanthropy, not profit, is at the heart of what we do.
This is clearly not an extensive list, but surely a proactive vision toward a fresh start. The work we do for clients is invaluable, and our good practices and efforts should be better recognized and appreciated.