The results of a poll conducted by LinkedIn show that PR is ranked No. 7 out of 10 jobs on the list of most confusing professions. Social media manager ranked No. 3. The professional networking site surveyed about 8,000 parents worldwide. Nearly 42% of these people who have children working in PR management said they could not describe what it is their son or daughter does for a living; for kids in social media management jobs, about 59%. To read the full article, click here.
While it may not come as a shock to some, it opened my eyes to how misunderstood our profession really is, part of the reason being that people simply don’t know what it is we do or understand the value. LinkedIn suggested a solution to this problem: make November 7 “Bring Your Parents to Work Day.” As clever as a reversal of “Bring Your Kids to Work Day” sounds, I feel like there should be a better way to raise awareness (PR professionals of the world, UNITE!). All kidding aside – maybe we should start by explaining what public relations is. Often times PR is broken down to handling the media and gaining publicity for a client to make them look good. It’s so much more than that. It’s a craft.
PRSA describes public relations as “a strategic communication process that builds mutually beneficial relationships between an organization and their publics.” For more information on the PRSA and its definition of PR, click here. PR is all about an exchange of information. It’s about engaging and keeping an open dialogue with a client or company’s stakeholders (employees, customers, the media, investors, activists, etc). This builds trust and credibility which raises the client’s reputation. As students, we learn that reputation is key. A damaged reputation is very hard to fix once that trust is broken. That’s why to be a successful PR person, it’s important to have a code of ethics to set boundaries and protect reputation. It’s also good to be adaptable, trustworthy and be able to write.