The Indispensable Role of Today's Public Relations Pro

As we enter 2015, the importance of public relations today can not be underestimated. And for aspiring PR pros this is especially relevant to keep in mind.   Public relations is essential to a functioning of society and its enterprises. Public relations is crucial in building trust with people who have a vital stake in an organization’s operations and success. And public relations is an important mechanism in helping organizations, including governments, effectively carry out their missions and responsibilities.

Fasten your seatbelts. As the next generation of public relations professionals proceed with their academic studies in public relations, it is useful to consider these facts about the role of today’s practitioners.

• PR practitioners are no longer gatekeepers between their companies and the media. PR professionals are activists seeking to engage, enlighten, and energize an organization’s many stakeholders.

• PR professionals advocate not just for their organizations but also for their organization’s constituents and stakeholders, which adds the important role of presenting the stakeholders interests and views to management.

• PR practitioners also serve as strategic content developers and storytellers, helping their organizations formulate key messages that are resonant with the corporate culture and nature of the organization.

• PR practitioners help an organization build mutual trust by encouraging transparency and integrity throughout the organization.

• PR practitioners are counselors who actively advise and guide organizations in honestly communicating and behaving in the best interests of society and constituents such as customers, employees, shareholders, and the communities in which they operate.

• PR professionals are enablers and connectors, helping organizations stay grounded, stay human, and stay sensitive to the needs and desires of their communities. In essence, the role of today’s public relations practitioner is akin to being the conscience of the organization, being ever vigilant to ensuring that the organization is “doing the right thing.”

How to Avoid a Yahoo Moment

Ignominious is how one might describe the latest Yahoo mishap, one of a long line of failures and foibles the company has endured over the last few years. The experience is rife with teaching moments for managements of traditional companies and soon-to-launch startups. Fact is, there are lessons for everyone if we just take the time to think and learn. I have given it a great deal of thought since the latest fiasco began and here is my take on avoiding a Yahoo moment.

"I am what I am" was a well-worn phrase from the Popeye cartoon series of the 1960s. Be who you are, because that is the only person you can be. Everyone else is spoken for.

Be proud of your track record and accomplishments. They have served your employers well and allowed you to be a talented ___________. You fill in the blank.

Avoid the temptation to embellish. Perhaps the biggest teachable moment is this: Say or write only what is the truth. Gilding the lily never got anyone anywhere, save maybe a fat fine or time in the hoosegow.

"Just the facts, ma'am." State what is and not what is not. You need never defend or explain your words if they are based on fact.

Be your own editor. Always check and recheck what is said and written by you or on your behalf. Ignorance is no excuse and will not save you when the fact checkers come calling. If it is about you, insure that what is said or written is the honest truth. The onus is on you, not your staff, the headhunter, the PR person, HR, or your personal assistant. The only time you need not check is if it is your obit.

Apologize and mean it. If you do get caught in a situation of obfuscation, a misnomer, factual untruth, or Yahoo moment, provide the facts, admit the mistake, and be sorry for the error. An honest mistake will not hurt you. Hiding it will. 

Five basics that still count. What's your score?

Social media platforms continue to proliferate and evolve at a fast clip. It was only a short six years ago that blogging and podcasting came into their own and only two years ago when Twitter and Facebook became the soup du jour . All of these platforms serve to bring people and communities closer together and allow more people to have a voice in those communities and in society at large. These platforms also have made job search and networking more efficient. It is a good thing!

And change and evolution are good! Twitter is just rolling out the new and improved “Twitter.” Woohoo! But as much as technology helps society move forward to help people be more efficient and collaborative, what has not changed is the basics. Have you taken stock?

1. Get it write! Languages have not changed appreciably. They have rules and conventions that are designed for clarity, logic and efficiency. While we may be tempted to take short cuts, generally most languages and their guiding rules for sentence structure, tense and grammar (among other issues) have served humanity well for a very long time. Do not mess with success. Write it right the first time.

 2. Spelling is not just for bees. Spelling still has standards. I know that new words come into the lexicon all of the time. But we are communicating here. And it makes sense to spell correctly so we all have the same basis and common understanding of words we use to c o m m u n i c a t e.

 3. Keep it simple! People are people! I know that is obvious. But what it means is that people by nature prefer simplicity. And simplicity can be elegant and effective. So when you write, write like you speak. Keep sentences simple so they have maximum comprehension. This is particularly true when your communications is read by people not of your native language. So if you want to be global, make short and sweet.

4. Courtesy is king! Everyone wants it and deserves it but not everyone gives it. If you want courtesy give it. Whether you are networking, writing a cover letter or interviewing, keep in mind that courtesy can often get you everywhere.

5. Say the magic word. No I am not referring to Groucho Marx. He made the phrase famous but parents of toddlers and small children use it all the time. If you want something, say “please.” If you get it, say “thank you.” This holds true whether you are writing to request an interview or asking for a job. The magic word often works.