During our Board meeting in May, we focused on how our industry is evolving—and the ways the PR Council can best support both the industry and our member firms.
A recurring theme in our recent newsletters has been the evolving identity of our member firms: what they call themselves and the practices/departments that are driving their revenue. Only 30% use PR firm or agency.
Some firms report that the terminology shift reflects their capabilities to advise the C-suite on the most pressing business problems (and command the rates that advice warrants). Others find that their creatives, paid experts and digital talent don’t feel “PR” fully encompasses what they do.
We are still exploring and debating the implications of the shift, but one question from a Board member continues to resonate:
“When did we let PR become a dirty word?”
Kim Sample, PR Council President, shares her perspective:
“Maybe it’s because I am proud to lead an organization called the PR Council or that I’ve spent 35+ years working in PR agencies, but I would like to see the industry embrace public relations and redefine the term to reflect the power and importance of our discipline today—and the business value of our solutions.
My prediction: In an AI-driven world, public relations is going to be more important than ever.”
Who’s with us?