The public relations industry endured quite a bit of scrutiny in 2012. According to a recent PR News poll of senior PR executives, The Susan G. Komen/Planned Parenthood controversy was the most notable communications crisis of 2012, but they were not alone. Other offenders include, but are not limited to American Apparel, who used Hurricane Sandy as an opportunity to boost sales, Chick-fil-A’s CEO Dan Cathy declaring his aversion to marriage equality and Walmart, who covered up a bribery case to grow its business in Mexico.
With the New Year comes an opportunity for PR to improve its reputation. That involves each PR professional working to achieve and maintain a positive brand perception, for their organizations and for clients. PR Newswire recently asked its followers to define modern PR. Here is what they found: http://blog.prnewswire.com/2012/11/13/what-is-public-relations-infographic/. The results confirm constant motion and digital, strategic storytelling to select audiences. No one said it would be easy!
As PR professionals, it is our responsibility to consider every scenario possible and work closely with clients to mitigate situations like the aforementioned. We can begin this process by ensuring public relations activities are aligned with business objectives. It takes time to become a trusted advisor, and here we are at the start of a new year. What better time than now to resolve to earn the respect our industry deserves?