The Public Relations Profession

What do Jerry Maguire, Samantha Jones and Olivia Pope have in common? They are the characters many people think of and misconstrue as true public relations practitioners. We’re not “spin doctors” and we’re not glorified party planners, so what are we? What is public relations?

There are many definitions out there for PR, but I tend to stick to PRSA’s definition: Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics. With technology, social media and communication in general growing and times progressing, companies are searching for the adaptability, skill and knowledge of a PR professional to help them move through the noise and get a clear message to the audience.

Many portrayals of public relations practitioners are inaccurate because unfortunately, PR has a problem with PR. PRSA and PRSSA work to resolve this problem by advocating for the highest ethical principles with a strong Code of Ethics and diversity in the profession. The PRSA Code of Ethics advises professionals to:

• Protect and advance the free flow of accurate and truthful information.
• Foster informed decision making through open communication.
• Protect confidential and private information.
• Promote healthy and fair competition among professionals.
• Avoid conflicts of interest.
• Work to strengthen the public’s trust in the profession.

Not only should professionals follow these code guidelines, but also PRSSA members as we work to prepare ourselves for the public relations profession after graduation. Adhering to these principles and core values shows professionalism and advances your success.