What Is Great Public Relations? By Ronn Torossian

The Public Relations Society of America has commenced an effort to develop a better

definition of public relations one more appropriate for the 21st century, as they have deemed it. The effort has solicited suggestions from the public along with public relations professionals, academics and students.

PRSA has deemed this project Public Relations Defined and the last time they attempted to define the term, it was defined as: Public relations helps an organization and its publics adapt mutually to each other. More available on the PRSA effort at: http://www.prsa.org/AboutPRSA/PublicRelationsDefined - and The New York Times covered the story at: http://www.nytimes.com/2011/11/21/business/media/redefining-public-relations-in-the-age-of-social-media.html

In my new best-selling PR book, For Immediate Release, I begin the book with a definition of great public relations and define it as 1. Helps make the impersonal personal. 2. Bridges divides.3. Creates excitement and builds equity for businesses, personalities, politicians, and others. 4. manages crises and catastrophes.5. About telling stories, having conversations, and making impressions. 6. Needed by any business -- or anyone with a pulse, for that matter.

Owning 1 of the 25 largest US PR Firms, and in my book I have been outspoken about the lack of leadership in our industry as I said in the book No group educates large potential clients (big businesses, professional and nonprofit organizations, trade associations, and so on) about the value and importance PR can have on their bottom lines. The Public Relations Society of America (PRSA) touts that one of its biggest attributes is networking and professional development. As a CEO building a Public Relations agency, I wonder if professional development is something a small industry association can do better than a professional development consultancy could? Wouldnt it be better for PRSA to bring together business leaders in other sectors and educate them on the ways PR can help their brands and their bottom lines?

Doesnt it make sense for industry leaders and PRs professional organizations to regularly meet with large Fortune 1000 companies, for example, to educate and enlighten them about the value of PR? It doesnt happen. This kind of institutional apathy and misdirection has hurt the entire PR industry. If there were more organized outreach on behalf of PR I believe there would be more businesses spending money on PR, and the entire industry would benefit. The lack of similar industry-wide support is one of the many reasons the budgets, size, and revenue of the industry are so much smaller than related industries like advertising and marketing.

Have to give credit where its due Kudos to PRSA for raising the bar on PR and lets hope they continue to experience success in spreading awareness about the vast difference PR can make upon businesses, and sectors of all size. As I define Public Relations, PR is needed by any business and anyone with a pulse.

by: Ronn Torossian

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