Will the Real PR Pros Please Stand Up?

by Stacey Getz posted in: Commentary• on September 08, 2009

Next time you hear a self-proclaimed PR professional use “PR” and “publicity” interchangeably raise your imaginary red flag. As much as press agents would like to call themselves PR professionals, they aren’t. And when they do, they short-change a profession whose mission spans far beyond pathetic pleas for airtime.

Unfortunately, this is just one of many misconceptions about the public relations industry and only adds to its already negative perception. In hopes of salvaging whatever bit of integrity is left in the field, I’d like set the record straight.

PR is not about “getting press.” It’s about listening and establishing an effective means of two-way communication with constituencies who can – and will – make or break your business.

PR is not about gimmicks or stunts meant to attract widespread attention for an unclear purpose. It’s about setting measurable objectives based on thorough research, and devising calculated strategies to help achieve them.

PR is not about concocting clever ways to divert questions. It’s about collaboratively confronting and addressing shared challenges.

PR is not about false promises or sugarcoated comments. It’s about building trust based on genuine relationships built over time through effective dialogue.

PR is not about talking AT people. It’s about communicating WITH people in an open, honest and unambiguous way.

PR is not about preventing access. It’s about facilitating interaction.

PR is not about what YOU want. It’s about what THEY want.

PR is not about talking the talk. It’s about walking the walk.

Real PR doesn’t “spin.”

Real PR mobilizes and moves, engages and empowers.

Real PR facilitates mutual understanding and results in collective change.

Real PR is professional, ethical and transparent. Always.

Care to dissect my claims? Got anything to add? Have at it.

Stacey Getz , APR is our director of strategic communications. Read her bio here.