To stay relevant, PR pros must evolve and address new challenges and developments.
The profession requires an ongoing adoption of new tools and understanding, strategies and perspectives. Despite that, there are certain inalienable truths about PR that never appear to change, irrespective of circumstances, sector or challenge.
Here are 13 truths:
1. The purpose of PR is unique, because it’s solely concerned with the protection and growth of an organization’s and/or individual’s reputation through credible communication.
2. The practice of PR is reputation management. PR does this by building and maintaining relationships with those who matter most to the organization and/or individuals it serves.
3. An organization’s reputation influences—and is influenced by—many factors. PR’s relationship-building must be vast, inclusive and comprehensive. These includeâbut are not limited toâjournalists, employees, communities, customers, investors, potential clients, government bodies and institutions.