IF there is a revolutionary change in thinking, the public relations industry has the chance to enter a golden age. Actually, the revolution is to go back to our roots and practice the basics. Todd Defren, in his always poetic fashion, deconstructs the pr industry with a modern SWOT analysis. Kami Huyse readdresses the two paradigms of public relations. While both authors have a track record of posting about the health of the public relations industry, both posts are in reaction to negative generalizations of those practicing public relations.
Recently, the Strategic Public Relations Center at the USC Annenberg School of Communication released its fifth study of generally accepted practices in public relations today. Please take a moment and read the report in its entirety.
The Best Practices (as defined by study):
- Maintain a higher than average ratio of PR budget to gross revenue (GAP PR/GR Ratio).
- Report directly and exclusively to the C-Suite.
- Optimize the C-Suite’s understanding of PR’s current and potential contributions to the success of the organization as a whole.
- Establish an effective social responsibility strategy for your organization.
- Establish an effective digital-media strategy for your organization.
- Establish an effective issues-management strategy for your organization.
- Optimize integration and coordination of PR/Communications, both within the PR/Communications function, and with other organizational functions.
- Encourage highly ethical practices across the organization, beginning with communication.
- Encourage the organization-wide adoption of a long-term strategic point of view, beginning with communication.
- Encourage the organization-wide adoption of a proactive mindset, beginning with communication.
- Encourage the organization-wide adoption of a flexible mindset, beginning with communication.
- Optimize the integration of PR and reputational considerations into top-level organizational strategies.
- Measurably contribute to organizational success.
It all comes down to the individual practitioner…
What constitutes a best practice? Do you agree with these best practices? Realistic?