The Big Blur Theory: PR’s New Role Will Be a Wondrous Fusion

You’re in PR, but you’re really in Customer Service.  And in Human Resources.  Add to that Marketing and Investor Relations. Oh, you’re also in Sales.  Welcome to the new PR, where the lines are blurry and your role is no longer boxed in and only slightly matches the job description you received way back when.

This is a good thing.

Even before social media changed our worlds, PR professionals were talking about breaking down the silos between PR and Marketing.  We were partnering with HR on internal communications efforts and helping Sales meet their quarterly goals. At a PR News conference earlier this year, one speaker noted that PR will not be called PR in five years; it’ll be called Integrated Communications.

It will still be called Public Relations.

And my prediction is that it will be more powerful than ever, as PR has taken the lead in Social Media and has proven itself to be a nimble, cost-efficient and smart way to improve, fix and build reputations and brands.  But we have to get comfortable with the blurriness.  The most dangerous move is for PR to invade its counterparts’ territories, to take too much credit and to demand  more respect.

That respect will be earned, by partnering with HR, IR, Marketing, IT and other internal departments and making sure PR is woven into the fabric of the business plan.  The PR department will truly help set the strategy for the organization, whether it’s the company’s social media plan, its sales forecast, product launches, or its hiring of the next CEO. PR will be in those discussions at the start – not near the close of those decisions.

Embrace “The Big Blur” and turn theory into practice every day.

What’s your take on the new PR: are the lines blurry or clear?

Diane Schwartz

On Twitter: @dianeschwartz

  • Edwin

    I agree in many respects, but let us not become blurred ourselves that PR is a unique technology and know-how that cannot lose it’s hard-won experience and value in that blur.