PR is only one part of integrated communications

The evolution in the “classical” marketing world has led to a blurring of boundaries in terms of what each service provider offers to its client base. However, it is this very blurring of boundaries that has spearheaded the revolution in what is generally referred to as the public relations space. Public relations has evolved to being a service involving strategic thought and implementation across all elements of the communications mix.

An early definition, coined by Edward Bernay, held that: “Public relations was a management function which tabulated public attitudes, defined the policies, procedures and interest of an organisation, which was then followed by the execution of a programme of action to earn public understanding and acceptance.”

Evolving

Modern PR approaches are required to be far more integrated and dynamic. Not only are they compelled to keep pace with an industry that is continually evolving with the changing media landscape, but they also have to ensure that they are tuned into the concomitant revolution in the marketing arena. Today, any self-respecting communications consultancy that offers public relations as a tool, acknowledges that public relations is – as Robert Heath says - a set of management, supervisory and technical functions that foster an organisation's ability to strategically listen to, appreciate and respond to those persons whose mutually beneficial relationships with the organisation are necessary to achieve its mission and values.

Essentially, an organization that invests in PR is investing in a management function that focuses on two-way communication and fostering of mutually beneficial relationships between that company and its target audiences.

Because the essence of public relations, or rather - integrated communications - is so deeply embedded in relationships (those between an organisation – its publics and the media), a further enhancement to the modern approach is a focus on relationship development and management. Communications is fast becoming an applied social science where psychology, as well as knowledge of disciplines related to understanding human behaviour is considered an essential skill for successful practice of the craft.

Strategic communications – PR - is no longer about disseminating press releases. It's a ‘brave new world' which embodies a well considered strategic communications process (which, by its very nature, must be dynamic and evolutionary). The thinking behind this process has to go way beyond the perceived logical benefits of a traditional PR campaign to a point where every customer touch point is optimised.