The Value of Public Relations
I have to admit I got caught up in the conversations on Twitter regarding Kim Kardashian and her new reality show about the world of public relations. The comments on Twitter ranged from “This is tragic for PR” to “Publicity does not equal public relations.” My immediate concern was that public relations would be portrayed the wrong way. Kim even stated in the People Magazine article, “It’s going to be really fun. It’ll show how there’s lots of drama and crisis in the PR world.” Crisis…yes, but we’d prefer to minimize the drama.
Here are a few of the tweets that PR professionals found out about Kim’s new show:
@GuthrieMayesPR: Not sure how I feel about Kim Kardashian‘s plans to produce a reality TV show about PR… what do other PR pros think? http://bit.ly/13t0q7
@oukristyn: Blah! RT @sparklegem: Ughck. Kim Kardashian producing reality show about public relations http://bit.ly/JwhfW (expand)
@joshnetzer: No, no, no! RT @blively: This could be bad for PR – reality show coming out about PR – prod. by Kim Kardashian! http://bit.ly/3C8gM3 (expand)
Lesley3fold: New reality show set to debut about public relations, produced by Kim Kardashian. http://bit.ly/3O5ozt (expand) (So, so silly. Really?)
whafen: Ugh, what a mess @valleyprblog @abbief Kim Kardashian producing reality show about public relations http://bit.ly/JwhfW (expand)
If this “could be bad” for public relations, which is yet to be determined, then what’s good for PR? Well, I think it’s to immediately highlight the true value of PR, which is so much more than publicity. It’s an important management function that brings tremendous value to a company. PR is responsible for the communication, connections and relationships it builds with the public on behalf of a brand. PR in its simplest form is best known for establishing, nurturing and promoting great relationships, whether it’s with the media, members of the community, employees of the organization, analysts, government or any other company stakeholder that leads to long term value.
There are so many great PR efforts by brands every day. So, why are we talking about Kim Kardashian and her reality show on Twitter? I want to share some good PR. I was recently enlightened by the efforts of Disney’s Corporate Responsibility program when I attended the FPRA Conference in Boca Raton. Eugene Campbell, Director of Community Relations, spoke about the company’s outreach and efforts to build community. Disney has several areas of PR focus including parents/children, content/products, environment, community and workplaces.
I was especially impressed with the relationships that Disney builds with the public by:
- Partnering with parents and using their support to guide Disney’s’ thinking with respect to children’s entertainment and to aide in the creation of safe environments for children, i.e., Club Penguin, which is a snow covered virtual world where children can hang out with their friends and play games.
- Becoming a part of a children’s health and nutrition movement by announcing new food guidelines for Disney parks and resorts which help parents who are faced with nutritional challenges. Disney educates children on its website, www.disney.com/healthykids, a place where children can learn about the food pyramid.
- Getting involved with environmental issues with policies that focus on water and energy conservation, Green House Gas emissions (GHG), waste minimization and ecosystem conservation. For instance, on Leap Day 2008, The Disney Worldwide Conservation Fund (DWCF) presented a $250,000 donation to the Association of Zoos and Aquariums (AZA) Amphibian Fund, an organization that supports the breeding and protection of hundreds of amphibian species.
- Contributing to organizations, communities and causes around the world with cash donations in excess of more than $41 million, product donations of over $42 million and other in kind donations amounting to approximately $126 million.
Disney is only one example of many. I think we should be focused and spotlighting the good PR that we see from brands and their PR professionals, in support of the public. What are some of the positive PR contributions you’ve seen lately? We need to hear and discuss what’s good about our industry!
September 4, 2009 @ 4:45 pm
I can’t wait to share this with my PR students next week — this is exactly what we have been discussing: the importance of PR as a management function with an emphasis on positive relationships with an organization’s key publics and community. I too had the pleasure of hearing Eugene Campbell speak at the FPRA conference — it was enlightening and inspiring. This article expresses such important points — and the basis for a great discussion for next week!
September 4, 2009 @ 5:06 pm
Hi Phyllis, thank you for your comment! I was very impressed with Eugene Campbell and Disney’s community efforts. I’m happy you are sharing this post with your class because we need to emphasize how PR is a management function and the positive relationships that result from our efforts. And, whether it’s Disney or another brand, there are so many! Let me know how your discussion goes 🙂
September 8, 2009 @ 2:43 am
I was tempted to join in on the Twitter discussion, but couldn’t bring myself to without coming across as snarky. What concerns me about shows like this is it cheapens and trivializes the public relations profession. In an age of proving value of our profession, a show such as this does nothing to advance the field. As experienced professionals, we both know public relations is more than glam, but a lot grit and hard work. Not everyone can “do” PR nor should everybody. I’m glad you focused on good PR and the professionals behind it.
September 8, 2009 @ 1:45 pm
Ann Marie, thank you for your thoughtful comment. I especially agree with what you stated about the grit and hard work and you’re right not everyone is cut out to be a public relations professional. At a time when we are working hard to prove the value of public relations it is a concern that there are programs and people that could possibly undermine that value. That’s why I wanted my post to draw out more of the good, so despite the shows or the less than favorable editorial, we stand strong and show our true worth!
September 22, 2009 @ 7:40 pm
There must be some way to show this Kim Kardashian so that perhaps she can see that she is doing more harm than good. That PR is not just a passtime that anyone can partake in, that it is actually an art.
September 23, 2009 @ 12:13 am
Nicole, I agree with you that PR is an art (and also a science). If Kim is monitoring properly then she would have seen all of the tweets regarding the show. Let’s hope these concerns are taken into consideration. Thanks!!
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