Is the role of public relations simply to help communicate policy, or should practitioners assist clients formulate policy to help move the organisation to greater efficiency and responsibility?
What is PRs role?
PR traditionally has been:
- to provide advice.
- to help clients in difficult situations.
- to solve communication problems.
- to protect clients interests.
How does PR do this?
- by understanding a clients problem.
- by applying a rigorous process of analysis.
- by developing appropriate plans.
- by methodical implementation.
And how does PR get the outcomes it seeks?
- through adopting strategic and tactical approaches.
- through developing strong relationships with clients.
- through gaining the support and commitment of clients.
- through overcoming the hurdles.
What can go wrong?
- lack of client support.
- lack of project momentum.
- strategy failure or bad policy.
How far should we go with advice?
- until we achieve our objectives.
- until we cannot move forward.
- until our strategy and tactics are redundant.
Do we stick simply to communicating?
- not always.
- not when communicating flawed policy.
Should we get into client policy?
- yes we should.
- it is part of communication.
- good policy can help deliver better strategy.
- it may provide the breakthrough we seek.
When do we enter the policy debate with clients?
- at the front end.
- it should be part of strategy development.
- we need to develop a critical analysis of policy.
- we need to have the professional skills to do this.
- remember that bad policy alone can generate issues.
So how do we fulfil our role?
- we must provide full and frank advice.
- we must develop appropriate strategy.
- we must identify and discuss all issues.
- we must address all issues.
- we must achieve client objectives.