From studying PR within my business and finance degree through to my first experience in a PR role 30 years ago, I’ve always felt it was one of the hardest professions and disciplines to explain. Layer that with different industries and audiences and you can easily be misled into the value of PR and what it stands for. Now lather on some digital and content for good measure and the confusion becomes desperation, grabbing at what we think PR is about but more importantly losing sight of what the outcome should be.
I love a challenge and when recently asked about PR and what it stands for, I had to reframe it in my own mind. I actually don’t believe that Public Relations really explains what we do. I’ve been searching for a better explanation that demonstrates more of a two way process and something that can carry its weight in the board room. Positioning, perception, protection and powers, all very relevant outputs and outcomes, but I believe it’s about profitability. This isn’t just in terms of finance, but more of a wider meaning that is about gaining more than you put in. Investment, team time, energy, creativity, originality, trust, connections, consideration, whatever it is, you need to see a profit – a surplus.
Deborah Meaden recently highlighted this on Dragon’s Den about saying that her investment was going to generate profit – but not just financially – in a considerate way. I loved that, and it really encouraged me to redefine PR for our business and to look at everything through the lens of Profitable Relationships. It’s not a departure from the origins of PR but it does remind people that it’s not always £££ as the end result.
