The Public Relations Identity Crisis: What even is PR anymore?

Is the public relations profession having a bit of an identity crisis? 

We were already thinking about this question when we saw Gini Dietrich and Tal Woliner post about it too.

While what we do is still sometimes called “PR,” that feels way too old school. It’s too limiting with everything we do.

After all, there’s so many different roles we play in today’s complex communications landscape.

When Julie asked her connections for their thoughts, here’s what we heard:

• “How we do what we do has changed so much since I entered the profession and it keeps changing (isn’t this what we all love — always learning, always adapting, always innovating?). I feel like the definition of PR has evolved along with how we do our work.” – Maria Rodriguez

• “I don’t have the answer but maybe we speak to what the impact is of our work. Hotels, airlines are part of the travel and leisure and hospitality industry. This speaks to aspiration and need. Can’t wait to hear what you come up with.” – Liz Wainger

• “Strategic communications counsel. Or communications strategist. It suggests what you are describing, a holistic approach for communications that help your partner/client reach their goals. Love the word partner, because it is essential to have a seat at the table.” – Debra Silimeo

• “PR—because it’s our job to communicate in terms that our audiences understand. And ‘PR’ is what people at cocktail parties understand, even if it’s not as accurate as we’d like.” – Andy Owen

And we know that for many people, they hear “PR” and think “press release.” Public relations is so much more than just drafting and sending out press releases (which is very old school and  let’s not go there or else I’ll go on and on).

Let’s compare how the roles of PR firms have changed over the years:

While there may be a little truth in some of these and certain aspects of our work, they don’t fully encompass the strategic thinking, relationship building, and storytelling that we do.

Every day, we use words and images and stories and connections to make things happen. We shape hearts and minds. We’re strategic partners who understand the power of human connection and the importance of authentic communication. 

“We do everything in the communications space that makes sense for each partner. It’s about taking their message and the stories that they have and figuring out the best distribution channels to get to their audiences and get them to take action or think about an issue differently.”

– Julie Rosenthal

We can build your brand and develop your message to make it possible for you to do all the things you want to do. We can help you drive business growth and create change.

Does “PR” alone capture that? 

So if we’re not just “PR,” then what are we?

We’ve tried different ways to capture what we do. “Integrated communications,” for example. “Strategic communications” feels like it comes the closest for us.

“We elevate a company, a person. Raise them up and figure out the best way and the best vehicles to communicate what they do.”

– Sinikka Mondini

But we think, ultimately, that not knowing how exactly to describe what we do is a testament to ability to adapt. To change to meet the needs of the moment and each individual partner we work with.

We’re part of a bigger, broader strategy to achieve goals with our partners, whether it’s growing their donor base, reaching those they serve, or creating awareness among new audiences.

So if you’re looking for a team of communications professionals to help you meet your goals, move your mission forward, and spread the word about the great work your organization does, please reach out. We love making a positive impact!