Most PR practitioners are very pleased with their career choice and proud of their profession, but quite unhappy with how they believe PR is perceived outside the ranks.
Although the industry has experienced an unprecedented growth boon in the past decade, most PR pros still think their role is little understood and undervalued, according to the results of a first-time survey sponsored by the Public Relations Society of America's New York Chapter.
"The most interesting finding was that even though PR is growing exponentially, PR practitioners still have doubts that the field is valued [by those in other professions]," says Christopher Guidette, chapter president. Anyone who is immersed in the field knows that promoting the relevance of PR to those outside the profession continues to be top-of-mind.
To commemorate its 50th anniversary, the second-largest PRSA chapter queried more than 900 members about career satisfaction. The results underscore the wide gap that exists between how PR practitioners see themselves and how they think others see them.
Of the 234 communicators who responded, the results aren't only telling, they're surprising. Even though 89 percent of those polled view PR as either "extremely" or "somewhat satisfying" and 59 percent reported they would embark on this career path if given a second chance, that same group revealed:
- 65 percent don't believe they earn as much respect as other professionals;
- 92 percent don't believe others "understand" what they do for a living;
- 66 percent said the profession hasn't made the same advances in image as other professions.
The study results come coincidentally at the same time the profession's new trade organization, the Council of PR Firms, has announced some of the avenues it will take to bolster the value of PR in the business world - something PRSA isn't chartered, or possibly equipped, to accomplish. Previously called the Association of PR Firms, the new network has 67 member firms, including such leaders as Burson-Marsteller and Edelman.
The council's planned image boosters include a month-long exclusive Web sponsorship of Fortune's "Most Admired Companies" next year, and hosting interactive programs at other industry conferences to promote PR value.
Member companies can use the council's logo and new Standards-of-Practice, which principals of member companies must sign. That declaration calls for, among other things, agencies "when communicating with the public and the media, to maintain total accuracy and truthfulness" - something we hope PR firms already are doing on their own. (Council of PR Firms, 877-PRFIRMS; Chris Guidette, 212/898-6609)