How Good A PR Job Is The Public Relations Industry Doing for Itself?

Is the public relations industry doing a good job managing its own reputation?

According to a new survey, most Americans have a favorable view of public relations and are aware of many of the industry’s contributions to both the private and public sectors.

The survey was commissioned by the Council of Public Relations Firms, the trade association for the public relations industry. It was conducted for the Council by an independent research organization, which interviewed a
statistically-representative nationwide sample of 1,000 men and women. Some of the survey highlights (complete results below):

— Most Americans (67%) have a favorable attitude toward the public relations business.

— Most people are aware that public relations professionals: help companies deal with crisis and change, and assist them being socially responsible; improve employer-employee communication and conduct educational programs to improve public health and safety and combat disease.

— However, fewer people know that public relations is playing a key role in the war against terrorism.

— Two out of three are aware that public relations and publicity are not the same.

“The results of the research are very encouraging,” said Kathy Cripps, president of the Council of Public Relations Firms. “It’s gratifying to see that, like Corporate America, the public has a favorable view of our industry. America’s public relations firms are offering more diverse services than ever before to help companies, not-for-profit organizations and governments accomplish their missions.”

THE SURVEY RESULTS

Percentage of people who know that public relations professionals:

— Improve communications between companies and their employees – 61%

— Help companies be socially responsible – 55%

— Conduct educational programs to improve public health and safety and to combat heart disease, cancer and AIDS – 60%

— Help companies deal with crisis and change – 72%

— Play an important role in the war against terrorism – 46%

Percentage who know that public relations and publicity are not the same – 67%

Overall attitude toward the public relations business?

Very/ somewhat positive – 67%
Very/somewhat negative – 29%

The public relations perception survey was conducted for the Council of Public Relations Firms by RoperASW, of Princeton, New Jersey.

The Council’s mission is to strengthen the recognition and role of public relations in corporate strategy, business performance and social education; to serve as an authoritative source of information and expert comment and to help set standards for the industry.