…OR CHARACTERISTICS OF AN EFFECTIVE PUBLIC RELATIONS PRACTITIONER
In most savvy and mature organizations today, the public relations function is accorded a prominent role in management decision making. Frequently, the senior public relations manager reports directly to top management; generally to the chief executive officer. The reason for this is simple: If public relations is to be the interpreter of management, then it must know what management is thinking at any moment on virtually every public issue. If public relations is made subordinate to any other discipline, e.g. marketing, advertising, legal or administration, then its independence, credibility, and, ultimately, value as an objective management counselor will be sacrificed.
Whereas marketing and advertising groups must, by definition, be defenders of their specific products, the public relations department has no such mandated allegiance. Public relations should be the corporate conscience. An organization’s public relations professionals should enjoy enough autonomy to tell it to management “like it is.” If an idea doesn’t make sense, if a product is flawed, if the general institutional wisdom is wrong, it is the duty of the public relations professional to challenge the consensus. And, in absolute candor, if your company’s PR function isn’t saying “no” with great vigor from time to time, you’re probably not being well served and could well be headed for problems.
This is not to say that advertising, marketing, and all other disciplines shouldn’t enjoy a close partnership with public relations. Clearly, they must. All disciplines must work to maintain their own independence while building long-term, mutually beneficial relationships for the good of the organization. However, public relations should never shirk its overriding responsibility to enhance the organization’s credibility by ensuring that corporate actions are in the public interest.
Public relations managers should function at the edge of an organization as a liaison between the organization and its external and internal publics. In other words, public relations managers have one foot inside the organization and one outside. Often, this unique position is not only lonely, but also precarious.
As boundary managers, public relations people support their colleagues by helping them communicate across organizational lines both within and outside the organization. In this way public relations professionals also become systems managers, knowledgeable of and able to deal with the complex relationships inherent in the organization. They must consider the relationship of the organization to its environment: The ties that unite business managers and operations support staff, for example, and the conflicts that separate them. Read the rest of this entry »
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