How I Would Make PR a More Credible Profession: My Day Inside the Mind of a PRSA Communications Director

The Public Relations profession lacking credibility is a common view among society in the United States and a great cause for concern for its practitioners. Though there has be a great deal of effort made by individuals in the field, as well as various professional organizations to prove otherwise, the overall harmful image remains, and continues to further demean the field and its workers as a profession.

As Communications Director for the PRSA, I have set out to establish how the organization can increase awareness of the importance of APR among business leaders as well as PR practitioners and encourage pro bono work, thus generate more credibility for the PR profession.

OBJECTIVE 1:
Increase APR certification among members by 20% before October 31, 2010.

TACTIC (a):

Revamp the PRSA website so that more emphasis is put on the potential opportunities that can result from completing the APR program (contacts made during the program may mean future jobs) as opposed to the sense of accomplishment PR professionals get.

TACTIC (b):

In his article “Does Accreditation Have Value for PR Pros,” Arik Hanson, APR, ACH Communications, suggests that the APR exam be adjusted so that it better reflects the new changing PR industry and business climate. I agree with this idea being that it may make APR more appealing to members and non-member alike.

OBJECTIVE 2:
Increase national awareness of importance/benefits of Accreditation among business leaders by 50% by December 31, 2010.

TACTIC (a):

Conduct nationwide seminars where PR professionals and business leaders can learn the role of Public Relations within an organization and why it is important for organization’s PR practitioners to follow a set of standards or code of ethics. During the seminar, APR certified professionals would also present their outlook on how becoming accredited helped them to better serve their clients and organizations.

OBJECTIVE 3:
Have members complete 50 hrs of pro bono work by April 20, 2010.

TACTIC (a):

Make the 50 hours of pro bono work a requirement to both obtain and maintain PRSA membership.

* * *

Upon acting out the tactics listed, Public Relations practitioners will be more inclined to become APR certified with aesthetic motivations as opposed to self-gratification alone. Just by having more certified PR professionals will serve as proof that workers in the PR field are competent experienced, and most importantly, dedicated to the field, thus helping us achieve our goal. Business leaders will also become more inclined to hire employees that have their APR over those that do not (more of an incentive to become APR certified) because they will be able to recognize the importance of having an ethical staff representing their organization. As far as the pro bono work goes, as Ben Silverman, PR executive, puts it in his article “Public Relations Strategies: Positioning Yourself as an “Expert,” doing so will show that Public Relations practitioners are not just in it to make a profit, but they are a committed part of the professional community. Silverman further explains that pro bono work will also allow a PR professional to demonstrate proficient skills while creating relationships with potential clients or sources of referrals. With all of this in mind, I have full confidence that if implemented by the end of 2010, this plan will serve as a huge stepping-stone in making Public Relations a more credible profession.

APR or Bust...

The debate over whether or not Public Relations should even be considered a profession, coupled with the current “careerist” values that have been taking precedence over professional values among workers in the field, have without a doubt hampered the credibility of public relations practitioners. In response to the lack of integrity within the field as well as the current mentality that a large amount of its professionals maintain, the PRSA (Public Relations Society of America) has put a great deal of emphasis on the importance of accreditation in the field of PR, and for good reason.

According to Heathere Evans-Keenan, APR — CEO of Keenan PR, and past-President of PRSA-NCC, accreditation will help to substantiate commitment and abilities of ethical practitioners in an industry that both self –regulates and validates your expertise. This will certainly aid in the restoration of credibility that has been sacrificed for personal gain and recognition rather that the advancement and perception of the PR industry as a whole.

Speaking of personal gain, think of the feeling you will get after successfully completing a rigorous and time consuming process that will not only prove your dedication to your profession, but will demonstrate your knowledge, strategic perspective, and sound professional judgment to others, whether they be clients, co-workers, or potential employers.

Although the PRSA has been able to create a sound argument for accreditation on an individual basis, they have yet to provide a solid account of its relevancy or importance to business leaders, resulting in a lack of encouragement among the leaders for potential employees to become APRs.

PRSA may be able make the importance of accreditation more visible to business leaders by showing that the certification can:

1. Enhance an Organization’s Marketability
Not only will being an accreditation serve as sort of a “badge of honor,” the fact that not every organization is accredited will set one business apart from those that may not be. How? The answer is simple. Employees are a reflection of an organization, and having employees that have their APR not only shows their commitment to their profession, but their commitment to corporate responsibility—acting ethically and in the public’s best interest. Hence, the company will be portrayed as being trustworthy—a quality that could mean the difference between turning a skeptical prospect into a potential client.

2. Boost Personnel Recruitment
In the same respect of meaning the difference between turning a skeptical prospect into an actual client, running a business known for hiring APR’s can attract more of the same distinction. Who wouldn’t want a staff full of senior-level strategists who have demonstrated both the skills and ability to be successful in Public Relations, while at the same time being bound by strict ethical guidelines?

3. Help in Overall Advancement of Public Relations
It is obvious that public relations practitioners who are committed to the profession have already recognized the importance of accreditation. Unfortunately, those that do are few and far in between. If a business were to encourage accreditation among their current or future employees, then emerging PR professionals may take more of an initiative to do so. The result would be a more competent and ethical generation of Public Relation practitioners, and a less mediocre profession.

For more information on becoming an APR check out these websites:
http://www.prsa.org/PD/apr/
http://www.praccreditation.org/index.html

...What it Takes to Make It in PR...

Aside from experience, future employers are also looking for those who exude a specific set of skills and/or traits that fit the job in which they are applying. This is especially true in the field of public relations. In a business where one has the capability to achieve an endless amount of success (if they play their cards right), it is safe to say that if you are willing to take on the tasks and lifestyle of a public relations practitioner you should also possess a rather eclectic skill set.

Over time, 5 skills in particular, over time have proven to be essential to a successful career in public affairs.

1. DIG FOR KNOWLEDGE
Research! Research! Research! Thorough research is key to learning about a client, product, target media, consumer, or industry…something you need to be an expert on. Using all of the media outlets available (newspapers, Internet, magazines, TV, radio, etc) to your advantage, and knowing what is going on in the world around you is also a task you, as a public relations professional, need to become accustomed with. By conducting research of any kind, you are setting yourself up to be more versatile, accurate, and most important—especially when pitching to the media—relevant.

2. BE COMMUNICATIVE
If you are shy, you are in the wrong business. Strong verbal and writing skills are essential to a job whose daily tasks surround require them. From press releases to maintaining blogs, you will be expected to be able to produce and deliver high impact messages to a variety of audiences, either publically or in print form. You will also be expected to know how to negotiate; an art that is frequently practiced in the field, and one that requires bluffing, calling a bluff, as well as both properly and effectively breaking down arguments into premises and conclusions.

3. PLAN, ORGANIZE, and MANAGE TIME
In such a fast paced environment, not only will planning and organizing help you keep track of your schedule, it will help keep you up to speed with both the media and as well as the media’s schedules. This is a tactic that is sure to please them and could benefit you in the long-run. Time management (something that can also be made easier by planning and organizing), will serve as an aid when working with multiple accounts at once, being that it will allow you to find a balance of your time and attention so that no account may be neglected.

4. PERSISTANCE & THICK SKIN
Rejection comes with the territory…don’t take it personally. In this field you have to have thick skin. Not everyone is going to like your ideas, but a great deal of your client’s success relies on your ability sell your story to the media. If your pitch happens to get vetoed, don’t give up. Keep pitching new and more creative stories/ideas until you get the attention you are seeking. If it helps, don’t think of it as rejection, but as the chance to hone your problem-solving skills!

5. CREATE YOUR OWN CIRCLE OF FRIENDS
As important as it is for someone in public relations to research, it is equally important to network! As a new professional in this field, you will quickly come to find that it is not always about what you know…but WHO you know. Even more important is the ability to both establish and maintain relationships with contacts. In this industry, the media is your friend so to speak…so treat it that way. Be appreciative of people that cover your stories and show them that they have your support by doing little things like sending “thank you” cards or going to their seminars. Who you develop relationships with in the industry could make or break your career, so it is important to be able to do make contacts and keep them!

For more great tips from Public Relations experts on how to have a successful PR career, check out this video!