What's the Deal: Public Relations

My introduction to the world of Public Relations was through the television show Scandal. As this may not be the most grounded and realistic representation of the daily activity of a public relations professional, one cannot deny that there were some integral parts of her job that directly correlate with some of the skills needed in public relations. Now that I have your attention, let's start from the beginning and define what PR is.

What is Public Relations

As defined by the Public Relations Society of America, public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics. Public relations is the process of influencing, engaging, and building relationships with key stakeholders across multiple platforms to shape and frame an organization's public perception. In a nutshell, PR is about shaping the minds of an audience in a frame that is a benefit to a particular party or organization. In the right hands, these skills can shape the world. In the wrong hands, they can use political smoke screens and destroy them.

It is also important to note that PR is not solely an American activity; rather, it is regarded as a global industry. With that said, the PR field is more extensively developed in the US; therefore, the global expenditures will reflect that more was invested into the field in the US than anywhere else in the world. According to the Global Alliance, approximately 3 million people practice public relations as their primary occupation. The increased use of social media is also expected to increase the number of jobs available for public relations professionals. These new media outlets will increase the number and variety of communication channels available to organizations and the general public.

Weber Shandwick, a global public relations firm that works with multinational corporations understands the importance of developing and protecting a consistent global brand. A study amongst 10 top international communication professionals was done, and they agreed on five lessons gears towards the sustainment of global public relations.

1. Invest for the future, with an eye toward a measurable result.

2. Expect emerging markets to cost more, not less.

3. Globalize strategies and standards, but keep tactics local

4. “Digital is a false category.

5. The PR discipline is expanding and moving up the strategic ladder.

The final takeaway from the definition of PR is understanding that it is a process, not a specific event. John Marston, author of “The Nature of Public Relations,” uses RACE to describe the process. These elements include:

■ Research. What is the problem or situation?

■ Action (program planning). What is going to be done about it?

■ Communication (execution). How will the public be told?

■ Evaluation. Was the audience reached, and what was the effect?

As in the world of Scandal, Olivia Pope uses this formula to assist her as she maneuvers through her work in the heart of Washington, DC. She establishes the full scope of the problem presented in her thorough research. She immediately sets a course of action, aids in helping to frame a narrative for the public, and ensures that it sticks through careful evaluation.

Back in the Day

To understand how far we’ve come, sometimes, we must know where we have come from. “Public relations” is a concept as old as human communication itself. People were persuaded to accept the authority of government and religion in many ancient civilizations by using common public relations techniques like interpersonal communication, speeches, art, literature, staged events, and publicity. The use of public relations by private businesses enticed immigrants to the New World with advertisements and mentions of fertile land. The American Revolution was fueled in part by staged events like the Boston Tea Party and the writing of the Federalist Papers. Even in biblical times, the apostle Paul utilized speeches, letters, events, and similar actions in public relations to draw attention, gather supporters, and build new churches. Likewise, four New Testament Gospels, which were published in public relations texts at least 40 years after the death of Christ, were written more to spread the faith than to provide a historical account of the life of Jesus.

From the 1800s, an era of expansion and growth of PR concepts, to now, with advancements in technology and the development of social networks, public relations continues to be a necessary part of society’s formula. Phineas T. Barnum, the great American showman, mastered the “pseudo-event” tactic in earlier history. This is a planned event that occurs solely to be reported. Barnum promoted his various attractions through flowery language, exaggeration, controversy, massive advertising, and publicity at a time when the public was hungry for any form of entertainment. In more recent accounts, the emergence of the “democratization of information” occurred, in which almost anyone could become a publisher and reach millions of people without the filter of traditional mass media. This era gives anyone the ability to entice and captivate if they know how to take advantage of advancements in technology fully.

Throughout the century, supporters and leaders of causes such as abolition, suffrage, and prohibition used publicity to their advantage. Ida B. Wells was born a slave in 1862 and was only 22 years old when she refused to move when a railroad conductor ordered her to vacate her seat. After three of her friends were lynched by a mob in Memphis, Ida went on to own and edit an anti-segregationist newspaper and advocate for anti-lynching legislation. She published articles and books, delivered hundreds of speeches, and expertly crafted arguments to sway public opinion in the United States and Europe. She also founded the National Association for the Advancement of Colored People, NAACP, and rose to become one of her generation's most influential black leaders.

People like Ida B. Wells broke down barriers during a time where it seemed impossible to do so. She helped pave the way for other women like Teresa Dorn. Although this is a field currently dominated by women, this has not always been the case historically. Spanish PR pioneer Joaquín Maestre recruited her as an independent consultant. She eventually completed her obligation and was hired by another American, Bernard Jennings, working in PR in Madrid for ten years. The death of the dictator of Spain, Franco, and her colleague, Jennings, unleashed her true potential. She was recruited by Burson-Marsteller, who wanted to expand to Barcelona. Her hard work and dedication led to her growing the organization and eventually becoming Director for Burson-Marsteller Europe. The PR business was booming, and for it to be being spearheaded by a woman was monumental.

Nowadays, the hallmark of any great organization is its public relations or corporate communications department. The men and women of these departments keep leadership within these organizations aware of past, present, and future events that may affect the bottom line. As reflected by the “Gladiator” herself, Olivia Pope, public relations professionals are essentially fixers. We fix problems, manage crises, develop brands, etc. Honestly, what would some of your favorite people and companies do without PR?