by Emily Crawford

Created on: August 26, 2008

"Show me a PR person who is 'accurate' and 'truthful,' and I'll show you a PR person who is unemployed." Neither accurate nor truthful, that statement was made earlier this year by CBS News legal analyst Andrew Cohen in the midst of a heated debate with the Public Relations Society of America (PRSA). Unfortunately, Mr. Cohen's characterization of public relations (PR) professionals defines the stereotype that has emerged over the years and established widespread misperception among those who've never been properly introduced to PR.

It's ironic, really, that an industry whose main purpose, as defined by PRSA, is to help "our complex, pluralistic society to reach decisions and function more effectively by contributing to mutual understanding among groups and institutions" itself must constantly struggle to achieve awareness and appreciation. Yet, perhaps that is just one of the reasons PR is referred to as hard-working on so many levels.

For those who've never been exposed to the world of PR, an introduction can be tricky. However, when spearheaded by a seasoned PR professional, chances are the experience will prove positive, memorable, and ultimately rewarding. The conversation might go something like this:

"John, I'd like you to meet my dear respected, trusted, and hard-working friend, PR."

"Oh, sure, PR, didn't I meet you last week," asks John.

"No, no, no. That was my colleague, Advertising," says PR. "He and I actually have very different jobs."

"Really," says John. "I know what Advertising has done for me in the past. What do you do? Wait a minute, aren't you the guy who tried to convince the people a turkey is really an eagle or something like that?"

This is my cue to jump back into the dialogue to dispel the nasty rumors and cast the spotlight on PR's incredibly dynamic personality. Whether it's one small thought to share with a few local people or several grand ideas to introduce to regional or national audiences, PR has everything necessary for the job - knowledge of the right media outlets for the message as well as the best tactics and timing for its delivery.

The best PR programs begin with exceptional use of the written word. From there, they can do most anything. And, the beauty of it all is that the publicity generated by a PR program consists of editorial content. Whether in a newspaper, magazine or online, or on television, radio or a podcast, what results are third party endorsements vs. purchased advertising space or time.

Is there a textbook definition of PR? Sure. There are several. In fact, a great book on the subject is "The Practice of Public Relations" by Fraser P Seitel.

However, the most valuable and informative introduction to PR includes examples of various tactics that have been developed and executed successfully as well as an explanation of the results achieved. When PR stands up in front of a group of people he's never met, he might tell them how, with just two television news segments, he delivered a 700% return on his client's investment and bumped the number of hits on the client's web site 500%. That's no lie. And, the television interviews conveyed the truth.

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