If I were the boss

Public Relations is one of the most underestimated professions in the world.  If it is us not being perceived as “PR Poppies” then our work is not measurable because “it is really not rocket science.” Our role is seen as a role within a marketing, human resource, advertising or events co-coordinating function. Yes, Public Relations is a skill – but all skills need to be nurtured and applied to a specific activity or organisation.

This takes time and much research. It cannot be done by one person at all. Ask yourself why organisations outsource the PR function to external agencies? Well, the answer mainly because there is seldom a Public Relations/ Communications department or rather, there is but all that this department does is; internal communications, CSI and put in place spokespeople to comment on crisis regarding the company that should arise.

The above mentioned are just a small portions of what public relations is about. Public Relations include media liaison, drafting press releases that are strategically aligned to the objectives of the company. It is about making people aware of a service/ product that your organisation offers. PR is about stakeholder relations, corporate affairs and international relations and taking them into consideration when making public relations based decisions. It requires research about the environment in which the company operates in i.e. 3P’s.

In order for all thee to be taken into account – someone who is familiar with these factors is needed to show direction. As you may/ may not know – PR needs some kind of a budget to make all of the above possible.

If I were the boss then, I’d recruit people from the various PR agencies who have these expertise’s and create a Public Relations/ Communications department –which is separate to the marketing, human resource, advertising and events department. This will allow my organisation to cut costs of outsourcing a role that can be brought into the organisations and also establishing the PR profession within corporates.