2023-09-13 10:30:00
In the world of communication and public relations, There are numerous myths and misunderstandings surrounding the figure of the public relations specialist. This profession, which plays a crucial role in managing the image and reputation of companies, organizations and people, is often the subject of misconceptions.
Unraveling some of the most common myths and putting white on black regarding the profession is a first step to increasing the levels of relevance that organizations already grant it.
Mito 1. Public relations professionals only do public relations.
TRUE. Communication and public relations are the basis of the work of a public relations specialist, although their role is much broader. These professionals are not only dedicated to issuing press releases and organizing events. They also participate in the strategic decision making, advising clients on how to manage crisis situations, develop a strong brand identity and establish effective relationships with the media and the general public
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Mito 2. Public relations professionals deal with positive news
Fake. While it’s important to highlight positive news and an organization’s achievements, public relations people also play a critical role in crisis management and communicating difficult news. In adverse situations, they work hard to minimize reputational damage and help organizations recover from negative situations.
Mito 3. Public relations only care regarding the image, not the facts
Fake. Public relations professionals are experts in their field, but they cannot change the reality of a situation. If an institution faces deep problems, a public relations specialist can help improve or appease public perception, creating arguments that favor the desired interpretation.
Mito 4. The focus of the public relations function is external communication
TRUE. In a liquid and transparent world where There are no more borders between internal and external communication, The role of the public relations specialist is to ensure the comprehensive reputation of the organizations, both internally in relation to their collaborators and suppliers, for example, and in the relationship with market actors such as the media, unions, government, sectoral chambers, among others. “There are organizations that do what they say, others that say what they do not do and others that do what they do not say.” Working on the match between facts and communication is part of the role of the public relations specialist to deliver a solid image of the organization.
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Mito 5. Public relations professionals are agents of change
TRUE. The Public Relations reference is the link with the market. In that sense, he is one of the actors who “creates organizational culture” and contributes to the adaptability of the organization to the context. His role also includes being the organization’s public affairs reference in relation to government agencies, and the development of links with the external community within the framework of Corporate Social Responsibility practices.
Mito 6. Public Relations Specialists only work with traditional media
Fake. While traditional media such as television, radio and print remain important, public relations practitioners also focus on social media, blogs and other digital channels. The digital age has changed the way an organization communicates and builds its image, and public relations professionals are at the forefront of this transformation.
Los public relations play a fundamental role in the reputation management in an increasingly connected world, and where concepts such as transparency and legitimacy are increasingly valued by public opinion. So much so that since human beings consume experiences and meanings in addition to products and services, the role of the public relations specialist has become more relevant to transmit the desired image.
It is important to understand that His work goes beyond common stereotypes and myths. These are dedicated professionals who use a combination of strategic and communication skills to help their clients navigate a complex and ever-evolving media landscape. By understanding the truth behind this profession, we can better appreciate its importance and its impact on our society.
*Director of the Public Relations program at USAL
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