Let\u2019s face it! If we asked 10 people randomly on the street, what Public Relations means, 4 of them would have no idea, 3 would think it\u2019s marketing, 2 would say press relations and maybe one would know the answer.<\/p>\n
Of course, the general public doesn\u2019t have to be aware of my beloved profession, but I would take an educated guess that the numbers would be somewhat similar if we asked the business community. And this is where our problem begins.<\/p>\n
Back in the 1990s, PR lived its Golden Age in Central Eastern Europe. As Western companies flooded the new markets, they brought the multicultural mindset with them, which included the understanding and use of Marketing and Public Relations. This era continued well into the 2000s, all the way until the financial crisis starting in 2008. The first area to suffer major budget cuts was advertising. PR boomed \u2013 this is when companies started to regard it as cheap marketing \u2013 but not for long. Soon Public Relations lost its strategic role and became no more than a mere Excel line until a crisis erupted.<\/p>\n
The financial crisis is over and you would think that our profession is back on its feet. Well\u2026not exactly. Attention and budget shifted to online channels and two magic words prompted business people to open wallets as if the Philosopher\u2019s Stone was available on sale. These were Social media and Content Marketing.<\/p>\n
Now, everyone is all for social and content. Not many know that these two fields originate in PR \u2013 they are ACTUALLY PUBLIC RELATIONS \u2013 in a sexier format. The problem is when someone regards these fields more than channels. Because that is what they are: very effective, modern and exciting communication tools.<\/p>\n
We \u2013 PR people \u2013 use them, we love to use them. But we know, and this is what the business community should understand, that Public Relations starts at the basis, with a strategic attitude, experience and business mind. What is the most important is the MESSAGE. If you don\u2019t answer the three basic questions right \u2013 who am I, what do I want to say and to whom \u2013 then any channel will be used in vain.<\/p>\n
Smart companies use Public Relations in a strategic role because they understand the it\u2019s the PR-professionals who will build up and maintain the company\u2019s most important intangible assets: its reputation and its brand. If those are not handled by professionals, no sexy channel will save a company from going down.<\/p>\n","protected":false},"excerpt":{"rendered":"
Let\u2019s face it! If we asked 10 people randomly on the street, what Public Relations means, 4 of them would have no idea, 3 would think it\u2019s marketing, 2 would say press relations and maybe one would know the answer. Of course, the general public doesn\u2019t have to be aware of my beloved profession, but I would take an educated guess that the numbers would be somewhat similar if we asked the business community. And … <\/p>\n