BusinessMirror – Common misconceptions about PR–or why PR itself needs PR

BusinessMirror – Common misconceptions about PR–or why PR itself needs PR.

IT is indeed the height of irony that public relations, or PR, a profession that is supposed to help organizations get better known and understood by the public, is itself suffering a lot of misconceptions about what the profession really is.

I believe there are three reasons for this. One is because in PR we deal with intangibles—with ideas, images, opinions, reputations—things that are hard for ordinary people to visualize, pin down or measure.

Two is because people who are not qualified have passed themselves off as professionals but practice PR in a nonprofessional way. Thus, they make the public think this is the way PR is usually—and should be done.

Three is because the legitimate PR professionals may have not done enough to let the public know what real professional PR entails. This is either because they have been too busy to do so. Or consider it a waste of time since most of the public would really never get to realize what PR is all about anyway. Or they don’t want to reveal their trade secrets, which will take the mystery and magic out of PR.

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