Revolutionary Measures

Time for PR to change its name?

I’ve lost count of the number of times I’ve had to explain exactly what public relations is (and what it isn’t) to generally well-informed and otherwise clued-up friends, relatives and people at events. No, it isn’t just Absolutely Fabulous, Max Clifford-style celebrity scoops in the tabloids or undercover lobbying on behalf of big business. Instead it should be a core business function – a way of getting your messages out to the right audiences, through the right channels and at the right time, with the aim of engaging people, managing reputation and achieving business goals.

That’s why the CIPR’s new #PRPays campaign is a welcome step in the right direction. It aims to demonstrate the strategic value of PR to organisations through interviews with senior managers at some of the UK’s biggest companies. The first video, with John Holland-Kaye, the CEO of Heathrow Airport is great. It shows that he sees and understands what PR brings to his business in multiple areas, from communicating change to supporting expansion.

marketing-man-person-communication.jpg

However, there is a big ‘but’ coming. Holland-Kaye keeps talking about communications in its widest form, from talking to passengers and other stakeholders to getting key messages across to employees and politicians. This got me thinking – why are we even talking about PR at all? At best it is a loaded term (see examples in the first paragraph), and at worst it puts a barrier up between the industry and the people we are trying to talk to. Why don’t we simply replace Public Relations with Communications? I can see four good reasons why we should:

1          It is simpler
Everyone communicates – it is one of the key human characteristics. So, people understand what the term means and the skills that it involves. Yes, that could be said to remove mystique (and as the saying goes, where there is mystery, there is margin), but to be honest the barriers to entry in PR are low to non-existent anyway. All you need is a phone, a laptop and an internet connection, and despite the admirable efforts of the CIPR to professionalise PR, that is unlikely to change soon.

2          It is comprehensive
“No, I don’t do that – that’s internal communications/public affairs/social media (delete as applicable).” That’s been the response of many PRs when clients ask for something that it outside their skillset. But rebranding PR as communications gives us the legitimate right to extend what we do into these neighbouring fields, at both a strategic and tactical level. The basic idea of understanding a company’s aims, and then creating and communicating messages that will successfully deliver these objectives is common to many areas of business – as communicators we should be applying our skills to help organisations in all of them.

 3          It is clearer to business
John Holland-Kaye’s interchangeable use of PR and communications shows exactly the issue that the profession has. Even those that champion what we do are a bit vague about exactly what the borders of our work are. Therefore, if we want to be seen as a strategic imperative for businesses, it makes sense to be clear in our own messaging and language. Talk about communications, and business leaders will see the value, helping the profession to be seen as a key part of successful organisations and ultimately boosting status and budgets.

4          It gives us room to grow
The rise of the internet has clearly transformed communications and given rise to wholly new disciplines such as Search Engine Optimization (SEO), and social media. Agencies mushroomed to take advantage of the budgets that clients were looking to spend in these areas. Lots of PR companies missed out, either because they didn’t see the opportunity or didn’t understand the technology. Communicating is now more important than ever – and at the same time no-one knows what the future will bring. Will brands need to convince the likes of Amazon or Google to feature their stories on voice assistants? How will AI transform how organisations communicate with their publics? No-one really knows, but if PR acts now and widens its scope, it will at least have a fighting chance of being at the forefront of future changes, rather than looking back in 20 years time to find it has been marginalised.

As I said, I applaud the CIPR’s efforts to demonstrate the strategic value that public relations brings. But I think the whole profession needs to go further – we’re communicators, so let’s be upfront and adopt a name that reflects what we do and gives us room to expand in the future. From now on, I’m not a public relations consultant, I’m a communications consultant.

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September 26, 2018 - Posted by | Marketing, PR | , , , , , , , , , , ,

2 Comments »

  1. […] Chris Measures’ ‘Time for PR to change its name?’ blog piece argues the case for change pretty effectively I reckon. PR as a term generates memories of Ab Fab or Max Clifford shenanigans amongst many people, so why not go with the more serious communications instead? […]

    Pingback by Comms or PR – what’s in a name? – Peterholt99's Blog | September 29, 2018 | Reply

  2. […] a piece on whether we should switch from calling ourselves public relations professionals and rebrand ourselves as communications professionals. It became part of a wider debate, with some people agreeing and others feeling it lost the […]

    Pingback by Why sales is the new opportunity for PR and communications « Revolutionary Measures | October 19, 2018 | Reply


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