Is a PR education required to be successful in the profession?

Is a PR education required to be successful in the profession?

Public Relations is consistently ranked among graduates' top three career choices. It doesn't stop there. Increasing numbers of people are switching jobs into PR, in the past few years there has been a rapid growth in the number of journalists taking the plunge. "This is a particularly interesting trend, because traditionally it's been a case of 'never the twain shall meet'," says Jay O' Connor, chair of the education and professional standards committee at the CIPR

This raises a question whether PR education is required to be successful in the profession. I would say YES it is.

1. In developed nations entry into the profession is highly competitive and a degree is a must. Pursuing a vocational qualification shows your dedication towards the profession. The employers may be willing to invest their time and money on you if you possess a qualification.

2. A public relations professional is trained to understand the need to ensure that a story contains messages that support business objectives. Helping to shape the external environment so that a business can thrive is clearly a concern for the PR professional, alongside the accountants and lawyers.

3. PR qualification will give you the basic skills required for progressing in the profession. The Three Employable Skills are: Writing, Critical Thinking & Knowing PR Tools and Technique.

4. PR is about managing the image and reputation of an organisation. PR profession gives you an insight into the profession which can be applied to real life situations. Whereas a non qualified person may take a long time to comprehend the basics of the profession.

5. PR qualification teaches you that working in public relations tends to appear glamorous, but there can be tedium as well. Therefore if you are interested in a PR career, it's important to look beyond the glitz and recognise the demands of the profession.

All academic writers like Grunig, Heath, Malooney, Theaker etc. have emphasised that having a degree helps make PR a profession. Studying PR gives you an opportunity to understand the issues of the profession before jumping into it.

A journalist may switch the profession and think he/she knows how to handle media relations but this is only one aspect of PR. PR goes much beyond media relations.

http://www.independent.co.uk/news/media/make-an-impact-pr-is-a-popular-profession-for-both-graduates-and-career-changers-847695.html

http://www.pr-consultant.co.uk/public-relations-trade-profession/

http://www.marcomblog.com/2006/06/20/undergrads-need-more-than-a-fluent-uderstanding-of-theories-to-land-a-good-job-in-pr/

Global PR is Hardwork.......

After a most stimulating debate in the class I feel that global PR is sheer hard work. It's a big world after all.

According to Lou Hoffman, dealing with our big world represents one of the greatest challenges staring down the public relations profession. Public relations, public affairs, and communication professionals working for nonprofit, for profit, and governmental transnational organizations (TNOs hereafter) face an ever-increasing interdependent world.

I think with the rapid globalization of the profession, it is important that professionals are equipped to deal with the myriad of issues that arise particularly from cross-cultural communication.

Global PR is accused of money generating business well they are right but this money does not come easy. Let’s say, if an English firm is hired by a corporate in India may be Tata’s (India) ....what will the firm have to in order to get across its message correctly? I think following are few of the things that have to fit right in the matrix of communication....

1. Country Profile. The agency has to very carefully study the political & economic situation of the country. The socio cultural profile will have to be cracked. The marketing culture has to be understood. Which medium of technology (media & new media) can be used effectively in the campaign?

2. Media Profile. The media code has to be understood. Who controls the editorial content of the media? Which type of media has.... what type of outreach?

3. Cultural Profile. Communication influences and is influenced by culture. So PR professionals have to evaluate if the country a high content or low content culture? What is the distribution of power in the country? Is it ‘individualism’ of ‘collectivism’ culture?

4. What role does Activism play in the country?

These could be a few reasons that mostly all global PR firms tend to have local people manning their offices. It is noted by Modella et.al (2007) that excellent international public relations is integrated, meaning that worldwide, practitioners report to the public relations department at headquarters and work under a single umbrella. It is recognized that senior managers (probably locals) in each country are responsible for activities in that country. But if something negative happens anywhere, headquarters is ultimately responsible.

It is for this responsibility of the headquarters that the PR firm is paid so handsomely for.

http://www.hoffman.com/inthenews/articles/mc_may_00.html

http://www.allacademic.com//meta/p_mla_apa_research_citation/1/7/1/9/7/pages171973/p171973-1.php

http://www.allacademic.com/meta/p_mla_apa_research_citation/2/5/6/8/8/p256884_index.html

Sriramesh K. &, VerČiČ D. (2003)The Global Public Relations Handbook: Theory, Research, and Practice. Contributors: Editors NJ: Lawrence Erlbaum Associates.

Is CSR beneficial???

Corporate social responsibility (CSR) is a controversial subject that continues to attract a lot of attention – from those who argue that the whole issue is irrelevant to business (Freeman and Liedtka 1991), to those who see the relevance, but think it is a bad idea for business (Friedman 1962), to the vast array of writers who think that CSR is of strategic importance to business ( Asongu 2007) ,

"C-suite executives" — such as CEOs, CFOs and COOs — identified deep-seated cynicism and scepticism about whether CSR was anything more than window-dressing and public relations puffery.

The reasons given for this accusation are that, generosity with shareholder’s money is not philanthropy, it is theft. (Hopkins 2007)

It may also impose costs on companies that are partly hidden and hard to measure. Freidman is the chief exponent of the theory that companies’ responsibility is to make profits, not decide how, or how much, the environment should be protected. His oft quoted pronouncement that ‘social responsibility of business begins and ends with increasing profits’ implies that social issues should be best left for anyone but businesses. The critics say that social welfare is the duty of the government because governments are more than capable, either individually or collectively, of achieving social aims through legislation.

On the other hand, Sir Mark Moody Stuart, Chairman American PLC (2006) said that when people started to realise how revenue was mis- spent or stolen over long periods by government, they turned to the corporate and asked ‘you made money, but there is little in the country to show for it.’ According to Cohen (2003) there is an increasing interconnectedness between business, government, and the non-governmental sectors of society. The walls between the three are blurring. And so, the welfare of the communities also became the responsibility of the corporate.

The CSR movement in 60’s showed companies that their responsibilities do not lie purely in making profits, what is important is how profits are made (Hopkins 2008). Today companies are using a more strategic approach in their CSR efforts. Significant research and preparation goes into planning CSR strategies, determining where a company can make the most effective impact.

CSR has created a win –win situation between the society and the corporate sector. The companies get free publicity for their initiatives. Research proves it that companies especially engaged in environmentally friendly initiatives have reduced the cost of their operations.eg. Cisco. There is also a rise in socially responsible investment. (Kotler 2005). CSR strengthens the brand value of the company and therefore workers like to work for the company and customers tend to be loyal to the brand. (Pringle & Thomson 1999).

And finally what every public relations practitioner /department dreams of, is when the potential advertising cost of a company is reduced as a result of free publicity.

What does the reader think?

Article The Age

Blog1 Mallen Baker

Blog 2 Phillipe Legrain

A Brief History of CSR.......

To begin with the debate whether CSR is necessary or not let us first understand the history of CSR.

The origins of CSR are connected with philanthropy and the United States of America, where modern firm was born. At the end of the nineteenth century an idea appeared in the USA that businessmen should be responsible towards the society. This concept gained popularity particularly in the times of the Depression in 1930s.

However, the modern view on the CSR developed in 1950s thanks to Howard Bowen. He explained in ‘Social Responsibilities of the Businessman’ that business operations influence society and therefore they should be coherent with objectives and values of this society.

Later, in 1960s and 1970s the debate on business ethics built the base for modern tools of CSR such as social audit. 1980s brought the idea of sustainable development and 1990s on corporate citizenship. Together with theory the practice and research have progressed. Currently, Europe and particularly the UK are leading in the practice of CSR.

The Oxford Handbook for CSR

1.Social Audit

2. Article

3.Mallen Baker

Women power... we will rule!!!!!

Every book and every journal that I have read till now (in order to research women in PR industry), points to the fact that in spite of women being in majority( about 70%) in the profession it is the men who have all the top spots.

It is a sweeping generalization of course. There are a few PR agencies which are headed by women. There are other few which are owned by women but the issue here is of percentage.

I have already discussed (in my earlier blog entries) the reasons (family, children and Cinderella complex etc.) of why women cannot reach the top.

But the road ahead may not be as dark as it seems. The future holds a great potential. I am a believer of karma. Thus I think if given adequate professional education, women will be on the top in a decade or so. Why do I sort of predict a decade? It is because I feel for the concept of women bosses being accepted, will need time to seep into the minds of women and men in particular.

I base this premise, as Moore ( 1986) noted, that many of the older men who make the choices of giving a raise to women still do not feel comfortable with women. These men, however, do not consider themselves to be discriminating against women overtly; they are simply following their customary way of choosing people.

I presume men with such thoughts are on their way out of the industry ( owing to age), paving way for younger and more receptive men who know in the college their women colleagues got better grades then them!!!!!

I came across this very interesting quote: Ryan (quoted in Lukovitz, 1989) argued: "Contending that women aspire to be a technician is horrendously akin to blaming the victim. All the women I know perceive themselves as far transcending the roles they are obliged to occupy". For her, women's lower status in public relations is not of their own doing. Instead, women's subjugation is a result of the "corporate, male-dominated world that continues not to pay or promote women as it does men".

The beginning has been made with a few women on the top, now it is just a matter of time when the others will follow.