10. PR's negative portrayal in and by the media. Based on 100 random print articles, the news media's use of the public relations term was inaccurate more than 95
percent of the time. Only 7.4 percent (of 254 references) were judged as positive, while more than five times that, 37 percent, were judged to be negative.
Excerpts from "Negative Connotations of the Term 'Public Relations' in Print Media,"
Julie K. Henderson, Public Relations Review, Spring '98
9. Over-reliance on traditional media, inattention to new media. "Public relations leaders in the new millennium will have to plan, execute, and adjust at the speed of
cyberspace. Strategic plans made in the morning may be obsolete by the afternoon."
Steve Wynkoop, The PR Network
8. Spin and other lapses in and enforcement of ethical practices. "Spin is to public relations what pornography is to art."
Robert L. Dilenschneider, Wall Street Journal editorial, "Spin Doctors Practice Public Relations Quackery"
7. Subordination by advertising and corporate marketing influences. "The profession will need strong leadership as it enters its second generation, especially to prevent
being usurped by other disciplines. These leaders need to recruit MBA-types, various consultants and lawyers as PR advocates. As more CEOs give credence to PR, we must tap their
credibility to most effectively educate their peers."
Larry Weber, Weber Public Relations Worldwide
6. Inadequate mentoring for, development of young professionals. "True professional development to raise people's horizons about their potential future and their role in
creating it is the best kind of professional development there is."
Patrick Jackson, APR, Fellow, Jackson, Jackson & Wagner
5. Poor measurement credibility, perceived accountability. "There's a misconception that CEOs only care about the bottom line and therefore judge PR's worth only in
dollar terms. But CEOs have every right to expect accountability from their communications counselors - whether results are quantified in terms of sales figures, intellectual
capital, public policy outcomes or barometers of public sentiment. Businesses live and die by accountability."
Jenny Sullivan, Editor, PR NEWS
4. Ineffective PR for PR, inertia among practitioners. "Few frustrations match that of trying to convince top executives of the strategic value public relations has to
offer their organization's well-being. We have the constant challenge of winning over those who control our professional destiny."
J. David Pincus, Ph.D., APR, University of Arkansas
3. Lack of mutual business/PR education. "Public Relations has evolved into a management discipline, and the curricula needs to reflect that marketplace reality. More
exposure to business courses is needed for students planning careers in private industry, and all students should be exposed to practicums and a heavy dose of case studies in
their course materials. That is the best way to develop thinking skills."
John Guineven, University of Nebraska
2. Fragmentation, disunity and inconsistent nomenclature. "As PR professionals, you'd think we could come up with a sound bite to describe ourselves. When someone says
they're a lawyer, doctor, janitor, computer technician, bug terminator, actor, salesman and so forth, we all immediately get a mental picture of what they do. But even when we
explain what we do, people still look at us with their head cocked, and say, 'Oh I get it, you put ads in the paper...'"
Jolene Crowley, comment on the PR Forum
1. Unfocused leadership - a common thread at the foundation. "It's ironic that an occupation with an emphasis on reputation and relationship management has fallen short
to effectively manage its own. Until we achieve consensus about addressing leadership and related issues, our ability to convey our value, earn respect and create appropriate
demand for our services will be limited. Meaningful advancement can only occur if it is endorsed and actively pursued by a critical mass of practitioners. We need qualified
leaders to develop a long-term vision and a common agenda to which every PR practitioner can contribute."
Matthew S. Zinman, APR, The Brownstein Group
Excerpted from a Counselors' Academy presentation by Matthew S. Zinman,
APR -- Director, PR Management, The Brownstein Group, [email protected].