During some introductions the other morning, an individual asked what I did. After I answered him, he replied, "Oh, fluff."
Ouch. Public relations is more than fluff, I thought, when he added, "What's the worst that can happen?"
In today's climate, too much and plenty that can escalate from bad to worse with ill-prepared, poorly timed or inappropriate responses. Just ask Tiger Woods, Toyota or BP.
It wasn't too many days after this conversation that I caught a video of a confrontation at a town hall meeting held in California that occurred between a television reporter, Dan Noyes, who was trying to obtain a quote for a story, and the health facility media coordinator, Marc Slavin. The camera was rolling and showing Slavin continually touching the reporter despite repeated requests to cease. Unprofessionalism abounds, and with its video views mounting, the encounter is easily growing into one of those worse things that could happen.
Crisis planning and communications are certainly part of the public relations beyond fluff. PR is also relationship-building, engaging with your publics, and conducting research, analysis and evaluation. It's strategic. It’s building the reputation and branding an organization. It’s sharing stories of success, and influencing and changing poor habits. It's creativity at its most imaginative, and it’s invigorating.
I'm reminded of that energy when I work with young professionals in the field, and their exuberance is infectious.
“Although I have a background in journalism, I prefer public relations because of the numerous opportunities to highlight the positives and market, so to speak, a successful organization,” describes Shelley Mackey, a young professional who is in her third year working as Charles County Public Schools communications project developer. "I love that I have daily opportunities to highlight all of the positive things happening within our school system and with the more than 26,000 students enrolled in our schools. I believe that highlighting all of the great things that kids do helps to build character and self-esteem. This is what makes my job fun and exciting.”
Mackey’s enthusiasm for the career is mirrored as well by Shannon Mulhern, a resident of Lusby and a senior communications major at the University of Maryland. She is a student intern at the College of Southern Maryland this summer to gain more experience in the field after having gained some when she attended Colorado State and worked with the student PR firm there. She is focused on a PR future because she views it as a career that requires such a broad field of expertise.
“There are so many different aspects to the job, such as photography, event planning, working with the media, journalism and public speaking. I also enjoy PR because it’s a career that is always changing in order to keep up with society and technology,” Mulhern said. “What I love most about PR is that this profession really requires innovative ideas and creative thinking....it's a career that I feel is fresh and interesting. News and events are always occurring and changing, and therefore public relations is also constantly trying to stay one step ahead. My grandfather was in PR for over 40 years, and he told me he loved his career because he was never doing the same thing twice.”
PR Tip of the MonthFeel their energy? For a reminder of the strengths that you as a PR professional bring to your organization and of the ethics and integrity that you embody as a representative within this field, visit the Public Relations Society of America.
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