The term “public relations” may be on its way out according to an article in O’Dwyer’s, a leading PR industry publication. Of 103 members in the PR Council, one of the leading organizations of prominent firms across the US, only eight use PR In their titles. And at the 2014 conference of the PR Society last October, only 11% of the 1450 registrants used PR as a part of their title. The word “communications”, however, was used by 386 or 26% of the registrants. One of the problems with this name change is, in this age of twitter and other social media, communications takes up too much real estate!
I never really liked the term PR. It might be because I always have to explain it. Most people don’t know what it means, many taking its literal meaning — dealing with the public as in guest relations, customer relations or giving events. I remember years ago in walking around a tony area of Madrid I saw a sign, courses in public relations and learning to be an airline stewardess. Today, it’s not that bad but it’s still not understood.
“Communications” is certainly a clearer term, but it doesn’t begin to cover the breadth of what PR can be, especially in today’s business world, where the discipline has some overlap with strategic marketing and branding. “Communications” also seems a kind of passive term to me, not reflecting the creativity and proactivity of the job. An expanded role in all aspects of content management is becoming an increasingly part of PR’s role, but it also wouldn’t suit as a title.
So, you’re probably asking me what term do I like? I wish I had an answer. Any ideas on your end?