Shel Holtz, Communicator

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.