Time to Add 'Value' to the Public Relations Definition Makeover

This week the Public Relations Society of America (PRSA) launched an initiative to find a new definition for Public Relations. One that reflects the changing role of PR practitioners in today’s digital media environment. A statement that improves on the 1982 definition that still endures: 'Helping an organization and its publics adapt mutually to each other'.

It’s time for the makeover. Not just because today’s digital platforms have transformed how we communicate. We’re already years into that revolution.

It’s time because PR has an image problem. Its 'value' is poorly understood. And that’s largely our fault. We’re simply not good at properly defining PR’s essential role in growing businesses. Neither do we adequately promote its contribution to the bottom line. This, when sharp messaging, relevant content and clever deployment of media channels are more imperative than ever.

Remarkably, while we make ‘value’ the centerpiece of client position statements, we rarely do it for ourselves. We talk a lot about ‘what we do’ as PR practitioners. And if we speak of our value at all it’s usually in the context of generating ink. But how often do we link our strategies to ‘what we enable’? The high-value business outcomes that we help engineer. Like capturing the attention of an investor, inspiring a customer to engage, or stabilizing stock-price volatility during a corporate crisis. We probably don’t connect the strategy with the result as often as we should.

That’s why value must shine in the new PR definition.

And now is a good time to do this. While today’s social media revolution prompted the PRSA to re-define our discipline, the ‘value’ fundamentals are more important than ever. PR draws talented people: creative thinkers, smart business strategists and terrific writers, among others. In-house or out-sourced, their outstanding efforts help organizations grow and succeed.

It’s time for that value to be reflected in the new statement.