What is PR?
Here’s the industry’s own definition: “Public relations helps an organization and its publics adapt mutually to each other.”
Say what? PR is a channel companies use to gain media recognition, and by extension public awareness.
My definition is easier to understand than a sentence with “adapt mutually to each other” in it, but is my streamlined definition right for today’s consumer-driven media?
“The definition is ripe for a refresh,” said Adam Lavelle, a member of the board of the Word of Mouth Marketing Association who is the chief strategic officer at the iCrossing unit of Hearst.
“Before the rise of social media, public relations was about trying to manage the message an entity was sharing with its different audiences,” Mr. Lavelle said. “Now, P.R. has to be more about facilitating the ongoing conversation in an always-on world.”
In other words, PR professionals now have direct access to the consumer, which makes PR much more like advertising than it was before.