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Public Relations Industry Market Assessment 2006
Key Note Publications Ltd, June 2006, Pages: 130
In May 2005, the first Public Relations Industry Market Assessment report was published in recognition of the increasingly important role that public relations (PR) play in the marketing mix and in corporate communications, especially as they relate to corporate governance and to economic and environmental impacts. In affirmation of that importance, we are now publishing the second Market Assessment report on the industry.
As noted in 2005, the PR industry itself has a poor image, largely due to the derogatory way in which `spin' is viewed — for example, recently lampooned in its political context in the very successful television series The Thick of It — and to the seemingly unstoppable way in which is it used to feed the media with stories of celebrities. However, where it does its true work — in promoting organisations' products and services, as well as the organisations' own values to a wider audience — the industry has gone to great lengths to establish itself as truly professional.
There are several ways in which it has been able to achieve this:
- through gaining chartered status
- through adhering to an agreed code of conduct
- through providing training and professional qualifications.
Marketers have many tools at their disposal to draw attention to their products and services but, arguably, only PR can create awareness at a deeper level and only PR can systematically address negative publicity or create genuine warmth towards a company or product. PR practitioners are not limited to the commercial break; for example, they get to sit on Richard and Judy's sofa to put their point of view across. PR, as will be shown in this report, is not just a poor relation of marketing. It is crucial to the success of any other marketing endeavour.
It is, therefore, imperative that companies give their public-relations officers (PROs) and agencies their full attention. PR practitioners, in turn, must demonstrate full accountability for what they do and find ways of showing just how important their work is, not just by the amount of media coverage they generate but by the effect it has for the company and the company's stakeholders.
This report builds on the 2005 edition to look in depth at what is happening in the industry, how it is addressing the relationship it has with the companies it serves and how it is setting about measuring the impact of its endeavours.
Definition:
The very definition of PR is changing. In the 2005 report, it was defined thus:
'Public relations is the discipline which builds and maintains reputation, with the aim of earning understanding and support and influencing opinion and behaviour. It is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its publics.' — CIPR.
This definition does go some way to showing that PR is more than just a mechanism for generating press releases, pointing towards its increasing role as a management function. However, we suggest that this crucial element needs further recognition and definition both within, and without, the industry.
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