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Academics vs. Practitioners: Can Public Relations truly be in the public interest?

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By Sana Ansari @sanaansariTo

The PRSA discussion around the definition of public relations has sparked debate well beyond the American borders. In Canada, the definition is unique in its mention of the “public interest,” and it was to this end that a panel of five prominent PR practitioners and academics came together on May 10 to debate the much talked about question: Can public relations truly be in the public interest?

The participants

The debate was moderated by one of the authors of the Canadian definition: Dr. Terry Flynn APR, FCPRS of McMaster University. Industry practitioners included Andrew Berthoff, APR, Senior VP at Environics Communications; and Diane Bégin, APR, Senior Consultant at Thornley Fallis. Among the academics present were Barry Waite, Professor and Program Coordinator, Corporate Communications & Public Relations at The Centre for Creative Communications, Centennial College; and Roger Clowater, Public Relations Professor at Seneca College.

Reclaiming PR

According to Diane Bégin, the definition of public relations needs to be reclaimed. As suggested by Barry Waite, people have been given a negative perception of PR because of political and celebrity scandals, perpetuating a “spin mentality,” and the stereotype that public relations involves just crisis communications or media relations. To change this requires extensive education not only for practitioners within the field but also the public so they can call out unethical practice through the adequate channels. The ecology of education in Toronto needs to develop as it has in other parts of Canada to create more awareness about what the PR industry really encompasses.

PR as a corporate tool

Dr. Terry Flynn posed the question: Is serving in the public interest an ethical obligation (for an organization) or is it because it makes good business sense? According to Roger Clowater, an organization that maintains transparency and an open dialogue would reduce the chances of a crisis arising, and therefore make good business sense. A responsible PR professional will always advise executive management to be socially responsible and transparent, especially about issues that are in the public interest. Andrew Berthoff quoted Mark Twain saying “When in doubt tell the truth.”

Effective public relations start with good employee relations

When all employees are on board with the organization’s goals and standards, they are more likely to provide customers with a level of service in line with the organization’s mission statement. It is the role of the communicator to organize how a message is to be communicated, and cite mutual interests between an organization and its various stakeholders – all while maintaining transparency and an open dialogue.

Social media as a double-edged sword

With the rise of social media it has become easier than ever for the PR professional to establish an ongoing dialogue and keep management informed about issues that are of interest to the public and the organization itself. However, with the emergence of two-way communications, it has become challenging for an organization to control its message.  If a good PR strategy is in place, the feedback from various platforms can be used by the organization to better serve its stakeholders and customers.

Conclusion: Licensing is key

The panel agreed that the role of public relations professionals as a collective is to maintain an ethical sensitivity in all their dealings, and strive to implement a code of ethics in order to best serve the public interest.  Dr. Flynn quoted Dr. Edward Bernays, who is also known as the father of public relations saying: “the only way this profession is going to serve the public interest is if it is a licensed profession.” Andrew Berthoff further suggested that “accreditation and licensing need to go hand in hand.” According to Diane Bégin the role of PR professionals is, “…to set the bar high and to become the role models.” Licensing the profession would help create more awareness about and adherence to ethics and standards in the public relations industry.

Stay tuned!

The debate has set the ball rolling for further discussions about Public Relations education, ethics and standards. Stay tuned for upcoming events from the CPRS Marketing, Communications and Education Committee!

Twitter: @CPRSToronto #EDtalks

Sana Ansari is a member of the CPRS Toronto Marketing, Communications and Education Committee and an Intern at Smitten Creative Boutique.

Four tips for aspiring PR practitioners

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By Gloria Lopez – Gil

Student members participated in Passport to PR on November 15, 2011. The event is a half day tour that gives behind-the-scenes access to some of Toronto’s top PR practitioners. 

As a student, it becomes a big concern as to what exactly our soon to be career actually intakes. Having the opportunity to visit Citizen Optimum, Toronto Board of Trade, and National allowed a glimpse into the reality of PR life. Advice given from practitioners working in the industry, being able to distinguish ways in which future practitioners are able to be successful.

Tips to be successful:

Nina Kalos and Stephanie Nadalin from Citizen Optimum

1. Network
If there is one thing to note about working in the PR industry, is the sole fact to network with as many people as you can. Get to know the people working in public relations. Working in public relations is a field in which many candidates are striving to make it to the top. It is important to maintain relationships amongst practitioners whom you may meet.

Nina Kalos from Citizen Optimum suggests students to “find a mentor”. Take advantage of mentorship programs, like the one that CPRS offers. Mentors are able to provide full insight on their experiences that they have come across while working in the industry.

2. Keep it all
It is that simple –keep it all, all the work that you have done keep it. Why forget about a piece of work that you have spent your time on? Scott Brownrigg, from Toronto Board of Trade made the point clear that it is vital to keep what you have worked on.

Having a portfolio prepared of your previous work only shows future employers that you are committed to your career. With a portfolio of all your work you are able to always look back to reference something that you may have forgotten about. Also collect any comments or recognition letters that you may have received.

Elisabeth Mozel-Jury and Stephen Ledgley from National

3. Refine your writing skills
It is essential to have strong writing skills is in the PR industry. The English language seems simple, but it has its hidden complexities. Elisabeth Mozel-Jury and Stephen Ledgley, from National both had the same advice to students. Their advice that they have for students is to continuously work on writing.

Writing is a tool in which technology will never be able to replace. Constantly working on your writing will only prepare future practitioners for the reality of life. In careers, like PR, having to write a test as a requirement during an interview should come as no surprise. (Editor’s note: If you’re a member interested in writing for the CPRS Toronto New Perspectives blog, send us a note.)

Matthew Kofsky and Scott Brownrigg from Toronto Board of Trade

4. Choose your agency
The agencies are not out looking for you, as a PR practitioner it is your responsibility to choose the agency in which you feel is best suited for you. Stephanie Nadalin, from Citizen Optimum suggests students to “be choosey.” Ask questions when looking into PR agencies, as in what will your tasks be for a standard day.

Matthew Kofsky, from Toronto Board of Trade also advises students who are looking into internships to “make sure you enjoy it.” Make sure that the internship or the selected agency is the one fit for you. Research and educate yourself about the agency before stepping foot inside the front door.

So what are your tips for students studying public relations? Speaking on behalf of students, we’d love to hear from you. Fee free to post below.