Minute Few Give PR a Bad Name

I recently read a blog post by Todd Defren on PR Squared about the dire need for public relations practitioners to document and show their return on investment (ROI). My public relations classes have always taught me that your ROI shows your client that your company is productive and successful. ROI shows the client why they pay you, the practitioner. This blog post addresses the issue of trust and emphasizes how displaying ROI fights the actions of bad practitioners.

When public relations practitioners present ROI, they separate themselves from the other practitioners; they offer a documented skill set, telling current and potential clients how they are and can be helpful. Over the years, public relations has gained a bad reputation by the few who have made poor decisions. With this bad reputation hanging over the heads of all upcoming practitioners, it is important to build a solid sense of morals, know your limits, provide excellent services and report them accurately.

Over this past summer, I worked at PR firm in New York City where I learned that providing ROI is a key tool to build relationships and keep a positive reputation. By documenting progress in a project and showing the client the results, a practitioner is clear and open. Transparency is key when dealing with clients, the media and the public.

Public relations has so many aspects and industries involved that it is difficult to be perfect in anything a practitioner does. In the article, Defren states, “for PR…any schmuck can call themselves a PR pro.” This idea that ‘anyone can do it’ inspires me to differentiate and separate myself from not only my peers but practicing PR professionals as well.

A key statement made in the article was that PR practitioners have an amazing opportunity to be clear and transparent by using social media. Social media allows the PR profession to be upfront about ideas and campaigns, and because social media is public it forces the practitioner to be clear and honest. The public aspect creates an ever-watching eye on our actions and should keep us in check. While that may not be the case, we should strive to always do so to eliminate the bad reputation practitioners have earned over the years. Public opinion is everything, especially in public relations, and as PR professionals we should be the most aware and cautious.