PRSA submitted a letter to the editor, and online commentary
, to the Financial Times
in response to a Dec. 8, 2010, column by FT business columnist Luke Johnson
. In the column, Mr. Johnson noted the significant business value his businesses have derived from public relations, and PRSA echoed his sentiments.
To the Editor:
Sir, Luke Johnson’s column on the business value of PR consultants (“A good PR consultant is worth the money," Dec. 8), offered an excellent analysis of how public relations has increased its relevance and value to businesses. In the age of WikiLeaks and an instant news cycle, it’s imperative that CEOs understand and appreciate public relations’ inherent abilities to help companies build their reputations and the public’s level of trust.
It’s for this reason that the Public Relations Society of America
(PRSA) developed “The Business Case for Public Relations
,” which provides business leaders with information and resources regarding public relations’ roles and outcomes. The profession has moved well beyond merely serving as a mouthpiece for a company and its CEO. Today’s practitioner is a skilled business professional and an expert communicator who knows how to reach, engage and inform key audiences in a variety of mediums.
Recent efforts to establish global standards in measurement, combined with increasing use of social media and digital communications, will also assist in increasing the value businesses derive when they wisely choose to engage with a public relations consultant.
For more than 60 years, PRSA has advocated for ethical standards and best practices within the profession, via the PRSA Code of Ethics
. As the business community continues to utilize public relations to achieve key organizational goals, it will be imperative that practitioners at every level ensure they uphold the highest of ethical standards. We’re optimistic that the profession, as a whole, is on track toward achieving that objective.
Gary D. McCormick, APR, Fellow PRSA
Chairman and CEO
Public Relations Society of America