It is evident that in just the realm of communication, there is already and extensive practice of Public Relations as complex as a Sharman's dream (left) and covering a very broad range of activities.
In studying the existing practice we may expose areas where the Public Relations institutions may look to both encompass and encourage development grounded in educated and ethical practice. In addition there may be grander heights available where only a few have dared to tread.
Where the CIPR dares to tread, there is a wide diversity of practice.
A view of the range of practices was provided in the UK from analysis of the membership of the CIPR for the joint CIPR/Department of Trade and Industry report “Unlocking the Potential of Public Relations: Developing Good Practice”i identified the work of practitioners from a surveys of the membership.
The findings, based on the research commissioned for the report declared that the areas of activity that practitioners consider to be their domain offer:
Positive image in media
Managing issues and crises
Promoting mission & values externally
Positive investors’ view
Supporting products/ services
Supporting community & social activities
Building & maintaining corporate brand
Staff feel valued & Involved
Managing government relations
Promoting mission & values internally
Building & maintaining product/services brands
Building & maintaining a positive image amongst suppliers
Compiling information on social responsibility & environment
Source: CIPR web site
Other important purposes of PR specified by respondents:
PR was seen to be an important contributor to building and maintaining internal relationships and partnerships.
PR was also seen to have an important management role, including developing business strategy, supporting business decision-making and advising senior management.
PR was seen as an important driver of change, communicating change, influencing and changing behaviour, changing culture and assisting adoption of best practices.
In addition, PR was perceived to have an important role in supporting externally facing business processes such as staff recruitment.
PR consultants gave a diverse range of responses when asked whether the PR industry should have other important purposes.
As would be expected, these emphasised fulfilling the client’s brief and advising management.
Following this research, the CIPR engaged The Centre for Economics and Business Research (CEBR) who undertook a survey of 692 members in mid summer 2005 findings are of two kinds. The first is 'Roles of Public Relations workers'.
This identifies 21 roles:
Head of PR
PR officer
Account executive
Account manager
Media relations
Writing articles, newsletters etc
Communications strategy development
PR programme planning
Internal communications
Event organisation
Publishing / editing
Information provision
Research and evaluation
Corporate social responsibility
Consumer or public campaigning
Public affairs consultancy (lobbying)
Media analysis
Graphic design / animation
Sales promotion
In-house Consultancy / agency
Roles of public relations workers
In addition, the report identified the 18 functions of the Public Relations Workers as:
Head of PR
PR officer
Media relations
Communications strategy development
Strategic planning
Event planning
Reputation management
Internal communications
Issue management
Crisis management
Corporate PR
Information provision
Branding and marketing
On-line PR
Public affairs and lobbying
Corporate social responsibility
Consumer or public campaigning
Investor relations or financial PR
Research by CIPR seems to extent the range of activities said to be 'Public Relations' each time a new survey is done.
Exploring what PR really is and where there could be investment in supporting practitioners, educationalists and promoting the industry needs more attention. The numbers involved are too big for the practice to ignore its diversity any more.
i “Unlocking the Potential of Public Relations: Developing Good Practice” 2004 CIPR www.cipr.co.uk December 2005.
Picture: The Shaman's Dream - Huichol Yarn Painting
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