Perceptions of public relations
One thing my research in Trinidad and Tobago has taught me is that nothing defines public relations more than the perception and structure of the function in an organisation. I say this because despite all “strategic this and that” that public relations is supposed to be, it’s greatest challenge to being an intrinsic component of corporate strategy rests with how executive management determines its scope, and how public relations practitioners can redefine their sometimes narrow job spec. After all, not all practitioners have the privilege of operating at a strategic level, even if their job title is manager. Words like spin-doctor, event manager, and low down on the totem pole were how some practitioners described perceptions of public relations practitioners.
Sphere: Related ContentOne senior manager told me, she thinks that some public relations practitioners have to take risks and redefine management’s perception and value for public relations. After all, an executive may well say he values public relations, but what is it that he values? Public relations as publicity? Or public relations as a true relationship or consensus building?
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