PR: Mass Manipulation or Strategic Communication?

The general public has many different ways of defining public relations (PR). So what is PR?

Public relations is many things. Perhaps that explains why it can be so difficult to define. PR is another example of our capability to innately understand concepts. People seem to just “know” what public relations is. However, putting that understanding into a solid definition proves to be cumbersome to many.

Most people have a general understanding of what a PR professional does. I asked members of the public what their definitions of public relations are. Here are some of the responses I got.

My father so lovingly defined PR as “a fancy title for playing Devil’s Advocate”. (It is great to know he is so supportive of my future career path…haha).

This definition is unfortunately a common perception of PR. We as PR professionals do not need a certification to conduct business. Therefore, technically we have nothing holding us ethically accountable. We have the freedom to be as shady and manipulative as we wish.

While the Public Relations Society of America (PRSA) has developed a code of ethics followed by most PR professionals, the industry wasn’t always so ethical. Edward Bernays, the “father of public relations” practically invented the industry. Bernays had a keen understanding of psychology, (perhaps this is something he inherited from Uncle Sigmond Freud), and he used his understanding of psychology to manipulate the masses.

Looking broadly at PR, perhaps we are manipulating the masses. The important thing to remember as professionals is to work for a company with morals that we can respect. There is unfortunately still malicious manipulation happening in the industry. However, the industry as a whole has been moving toward more ethical means of operation.

Most of my participants had less cynical definitions. The most common definitions I received were quite accurate:

“Someone you hire to put the best public face or perception of your business. They create spins on problems to take away negative perceptions. They also help your business get noticed.”

“PR is a liason that makes companies happy as well as the company’s clients and customers. They work hard to always make the company look good.”

“They utilize a number of tactics, like marketing to a target group, which helps ensure that services are appropriate for a particular demographic.”

“PR is connecting with people to effectively convey ideas and generate or maintain valuable relationships.”

PRSA defines public relations as, “a strategic communication process that builds mutually beneficial relationships between organizations and their publics.”As you can see in the definitions above, most people have a good idea of what goes on in the PR industry. PRSA’s website explains that the definition of public relations has evolved into its current definition, which focuses on the communication aspect of PR.

In its most basic form, PR is strategic communication. This concept seems to be well understood by the public. However, PR is just as broad as its definition. There are many aspects involved in the industry, and its definition will likely continue to evolve.

SOURCES:

http://www.prsa.org/AboutPRSA/PublicRelationsDefined/#.U1BepvldWSo

http://en.wikipedia.org/wiki/Edward_Bernays

#pr #publicrelations #massmanipulation #communication