March 8th, 2010
The Definition of Public Relations – So Much More Than a “SPINdustry”
The public relations industry has recently been thrust into the spotlight through reality TV (admittedly, a guilty pleasure of mine). While we at BLASTmedia think it’s great to have attention brought to our profession, the portrayal of PR professionals — and the industry itself — is raising a lot of questions about the real definition of public relations.
The truth is that PR has many elements — there isn’t just one way to categorize it. On E!’s newest Kim Kardashian-produced TV pilot, “SPINdustry,” PR is seen from the eyes of Jonathan Cheban and Simon Huck. Cheban’s company, Command PR, focuses on celebrity and entertainment publicity.
This is just one aspect of PR, and because of its connection to high-profile celebrities and events, a good choice for a TV show. While it can be glamorous and high-paced, some in the PR industry aren’t so sure that “SPINdustry” is sending the right message. Here are a few thoughts from around the Web on how SPINdustry portrays the industry:
A post written by Alexia Harris for The Buzz by Mike Schaffer, entitled “SPINdustry: Viewer Discretion Advised,” states:
“I was disappointed. The show fed off of the public’s negative perception of PR….Public relations is not synonymous with spin. In PR, ’spin’ has a negative connotation. It implies that those working in the PR industry use deceptive and manipulative tactics to win over a public or change opinions.”
Emily Dell, a Senior Account Executive at Stern + Associates, a Boston and New Jersey-based PR agency, had the following to add about the show:
“The premiere of ‘SPINdustry’ is a step backward for PR, an industry that has made significant strides in recent years to effectively dispel its pervasive and unwarranted reputation for spin. PR has always been so much more than product placements, press releases, cold calling the media and staging press events. It is about being a strategic business partner, providing clients sound counsel to help them meet — and hopefully exceed — their business goals as well as support social responsibility initiatives and manage communications in times of crisis.”
Well said! Whether or not you agree with Emily and Alexia and their opinions of “SPINdustry,” there’s no denying that what people typically know about PR is just the tip of the iceberg. There are many different facets to public relations — and like many things, no two are alike.
Because of its ever-evolving nature, public relations can be difficult to define. The Public Relations Society of America says that “public relations helps an organization and its publics adapt mutually to each other.” A more general definition from Wikipedia goes on to say it “gains an organization or individual exposure to their audiences using topics of public interest and news items that provide a third-party endorsement and do not direct payment.”
Both definitions mention the word “audience,” and this is key when discussing the various dimensions of PR. The audience is the “public” to which you are attempting to relate, and different publics require different tactics in order to thoroughly communicate.
For example, if “SPINdustry” continues on for a full season, you’ll see Command PR vying for the attention of the entertainment industry. Ultimately, their audience is like that of many PR companies — the general public. However, their tactics are slightly more glamorous. Tactics like big-name celebrity endorsements and high-profile events will hopefully achieve attention in tabloid publications, to then be picked up and gawked over in your local supermarket.
Other common PR disciplines outside of the entertainment industry include: Media Relations, Analyst Relations, Community Relations, Employee Relations, Investor Relations and Crisis Communications. Again, these can generally be defined by the audience they seek.
Professionals in the community relations field typically work for a local organization or company and focus on building positive relationships within the community and local press. Investor relations professionals keep investors and the financial sectors informed and aware, while those involved with employee relations ensure that employees feel involved and up-to-date on company happenings, regularly drafting internal communication pieces like memos and newsletters.
At BLASTmedia, we are media relations specialists. We specifically work with various members of the press to secure national editorial coverage for our clients — whether it’s in a national magazine, television show or a niche blog. Like all PR disciplines, this requires a variety of daily activities, but our main focus is building relationships with the press and educating them on our clients’ products/services so that they can then share the info with their own audiences.
As professionals, we naturally seek to stay abreast of news within the entire PR industry. Rather than rely on a reality show, we choose to hear from the real experts. Some favorite PR blogs and sites of the BLAST crew include: Ragan.com, PR Week and PR Sarah Evans.
Public relations is so many different things to different people, so how would you define it? Be sure to check back here to stay updated on the goings-on of BLASTmedia and what’s new in public relations and social media. No matter how you define PR, you can always be certain that BLAST will help you understand and navigate the ever-changing media landscape.
Posted by Ashley at 2:14 pm | Follow responses to this post | Leave a response
Tags: Command PR, definition of public relations, Kim Kardashian, Media Relations, media relations specialist, PR, PR disciplines, PRSA, public relations, spin, SPINdustry
Categories: BLASTmedia, PR Industry
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