PRSA Makes a “Case” for Public Relations
The Public Relations Society of America (PRSA) has launched an advocacy campaign for the public relations industry, which is intended to foster more accurate and better-informed perceptions surrounding the value and roles of public relations. The goal of “The Business Case for Public Relations” is to drive industry recognition and growth by helping professionals in the field educate key stakeholders about public relations’ functions and outcomes, demonstrate its strategic value and enhance its reputation. The program’s framework was created with the help of public relations industry leaders, including representatives of APCO Worldwide, Boston University College of Communication, Cooper-Katz, Edelman, GolinHarris, Hill & Knowlton, Ketchum, MWW Group and Wachovia. “Public relations is more important than ever before, given the explosion of consumer engagement through new and social media, the collapse of reputation and trust in major institutions and the evolving needs and concerns of corporate CEOs,” said Michael G. Cherenson, APR, PRSA 2009 chair and CEO. “Yet, our industry continues to suffer criticism at the hands of individuals who do not understand the practice and application of public relations, or who perpetuate common misperceptions, such as maintaining that public relations is not measurable, or that publicity is the full extent of what public relations professionals do.”
What a missed opportunity! If ever there was a reason to establish a coalition, it is the advocacy effort for PR. But PRSA has opted to go it alone rather than even attempt outreach to IABC, CPRS, and the host of other organizations representing the communications profession. I find it odd that PRSA would reach out for a universal accreditation effort but opt to go it alone in this case, where the combined efforts of all the associations representing the profession would have had far greater impact and much stronger credibility. I certainly wish PRSA well with the effort, but am seriously disappointed that they sought no involvement from the rest of the community.
Comments (7)
As far as I can determine, the groups arthury cites as (prospective) partners are not professional associations in the same context as IABC and CPRS. IABC is not a full partner and participant in these discussions. Why? Here is an idea for you - issue an invitation to join your process, don't wait for an application.
As my association of choice and preference, I will not accept any proposition of advocacy on behalf of the industry in which IABC is not involved as a full partner and participant. It is IABC which represents my professional values, standards and ambitions on my behalf.
If PRSA is to purport to speak on my behalf as a practitioner, then the process has to be a lot more inclusive of the professional interests around the world.
(Full disclosure - I am an IABC Master Communicator in Canada and a Fellow internationally with 33 years of membership in the association.)
I hope that PRSA's initiative yields some helpful insights, but for PRSA to suggest that this is an industry-wide effort, is not accurate.
Julie Freeman, IABC President
This situation reminds me of the quip you made during your presentation in Montréal (October 22-09) about people that speak three languages (Trilingual), those that speak two (Bilingual) and those that speak one (American). Perhaps the PRSA is more comfortable speaking in one language only...
Patrice Leroux, APR
-- While not in the institutional sense that Shel advocates, PRSA did consult initially with individuals representing diverse practice specialties, industry experience, organizational settings and skills. For example, we solicited the involvement of individuals on the Council of PR Firms Board of Directors and Executive Committee as industry experts and thought leaders in the agency space, not as formal representatives of the Council.
-- The Business Case is truly in its nascent stages; it involves almost exclusively PRSA intellectual property at this point. As the campaign grows and evolves, opportunities for broader industry collaboration are very much a part of PRSA’s plans. We welcome the efforts of all those groups and individuals who want to get involved, and we don't condemn those who -- for whatever reason -- choose not to be involved.
And finally, in response to Ms. Freeman, nowhere to my knowledge has PRSA suggested that “The Business Case” is “an industry-wide effort.” It is, however, intended to benefit public relations practitioners industry-wide.
Arthur Yann (arthury) is vice president of public relations for PRSA.
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Thanks for mentioning the Business Case on your blog. PRSA has not opted to "go it alone" however.
We worked extensively with Institute for Public Relations and are discussing areas of mutual cooperation with the Global Alliance for Public Relations. We also invited several members of the Council of PR Firms Board of Directors to become involved, only one of which agreed.
All of which is not to say that we won't reach out to Page or other organizations in the public relations and communications space ... we recognize the importance of that, and it’s reflected in our plan, which lists “identify ways to involve other public relations and communications associations” as a key strategy.
This campaign is very much in its formative stages. Ours is a big sandbox, and all are welcome to play in it. What ideas do you have for involving IABC?