Public relations is more than just social media, publicity or promoting an organization; it’s about two-way communication that builds trust, credibility and third-party validation
When some people hear the term public relations (PR), they automatically think of social media, press releases or just communicating with the public. These actions can be a part of public relations, but they don’t fully represent what the profession is really about.
Biola University Professor Carolyn Mae Kim explains, in a lecture posted to YouTube, that PR is much broader than simply promoting something, someone or an organization. She states that PR is centered on maintaining and building relationships between organizations and the people who matter to their success.
Textbook definition of PR
The textbook definition of public relations, as she describes it: “Public relations is the management of communication between an organization and its publics.”
This definition highlights several important concepts. First, it states that PR is a management function, meaning that it is involved in leadership and decision-making. PR professionals do not simply communicate messages. They help organizations make strategic decisions about how to interact with their audiences based on demographics, including age, gender, income, education and ethnicity.
Second, PR focuses on relationship-building rather than one-way communication. PR professionals want to continuously work to maintain the loop of communication.
Professor Kim emphasized the concept of publics. Publics are groups of people who are connected to an organization in some way. These groups may include media members, employees, customers, community members and investors, and the list can go on. Each public has different interests and concerns, and effective public relations requires professionals to understand these groups and respond to their needs.
Communication is listening and speaking
Professor Kim also stressed that PR is about a two-way relationship rather than just sending a message to an audience. This means that organizations have to listen to the public (or their target audience), understand their concerns and respond appropriately. The goal is not just to persuade people but to develop a lasting relationship.
She pointed to Disney as an example: Disney communicates with guests, media representatives, employees, investors and local communities. Each one of these groups has different expectations and concerns. PR helps organizations navigate these different relationships, and it ensures that communication remains effective and meaningful.
Another theme she raised throughout the lecture was the importance of trust, credibility and reputation. Trust is definitely essential because strong relationships cannot exist without it. Organizations that communicate consistently, honestly and responsibly are more likely to earn the confidence of their publics.
Credibility is earned when organizations provide accurate information and follow through on their word and commitments over time. Trust and accountability both contribute to building a positive reputation over time.
Trust, credibility and third-party validation
Sometimes people confuse PR with advertising or marketing. While there are similarities and overlaps, there are stark differences as well. PR involves research, strategic planning, relationship-building, time management, ethics, and consistency to build trust and credibility.
That trust and credibility are earned over time. It cannot be purchased, so one of the defining characteristics that makes PR different is third-party validation. This idea is summarized in a quote that has stuck with me: “Nothing that you say about yourself will have as much impact as someone else saying it on your behalf.”
This perfectly represents PR because it is a profession built on earning trust. When others speak positively about an organization, without incentive, that message carries far more value than any advertisement ever could.
Professor Kim’s lecture shows that successful PR professionals are strategic communicators who help organizations make informed decisions to build and maintain trust.
* * *
Alex Austin Vollor is a recent communication graduate from Mississippi State University with a concentration in Public Relations. She is the first-ever participant of the Graduate Jump Start Program (GJSP) by Sword and the Script Media, LLC. Find her online portfolio here.
GJSP is an intensive, yet part-time, paid learning program for new graduates. The program is designed to help new college graduates develop real-world PR and business skills, build a portfolio and provide access to mentoring, while they seek a full-time position.
If you enjoyed this post, you might also like:
5 takes on Gartner’s new optimism for PR and earned media in the age of AI
