Why Is PR So Often Behind the '8-Ball'?

It seems every day, I either find myself in a conversation with a PR pro or read something in a trade publication that's acting as if the recession that we're now officially in is only now something that deserves reaction. Given how well PR budgets hold up once times get tough, frankly I'm amazed.

Following last week's post on debate within the Public Relations Society of America regarding licensing, I was involved in an online discussion with PRSA PR chief Arthur Yann. Basically, Yann indicated that the licensing debate was part of a discussion exercise at the annual conference in preparation of next year's bylaws rewrite. He said the topic of licensing didn't mean the organization is formally discussing the issue.

Over the course of the conversation with Yann, I mentioned to him that I've consistently thought the PRSA should serve as more of an industry advocate. Any practitioner who's had a conversation with someone who's never worked with a PR professional will tell you that many people have absolutely no idea what PR is or what a PR person does. The closest most come is work that most closely resembles celebrity representation, which is something the vast majority of PR practitioners aren't engaged in. Nowhere in people's knowledge in connection with PR is mission-critical communications that help companies drive their business. In an effort to remedy that situation, I suggested to Yann that the PRSA conduct surveys that would illustrate the cost effectiveness of public relations in comparison to other forms of marketing. No word on whether that's something the organization will consider.

I close by asking all professional PR practitioners -- and even students -- to PLEASE band together and lead an effort to change this. We complain about having to fight hard for a seat at the table, but all too often we don't back up that need with any kind of supporting information as to why we merit one.