Public relations - is it really a profession?

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The Oxford Dictionary describes the noun ‘profession’ as: a paid occupation, especially one involving training and a formal qualification. So why then is there  so much debate as to whether public relations really is a profession?

It is well known that PR has somewhat of a negative image in today’s society, and this could be partially blamed on the industry’s roots in the press agentrys and the use of propaganda in the 16^th centuries. Nowadays, many people regard public relations as ‘spin’, ‘gloss’ and sometimes even lies.

Television programs such as ‘Sex and the City’ and ‘Absolutely Fabulous’ have given fictional perceptions of the industry and the fact that strategic, professional public relations can require considerable training and specialised study, is often overlooked. In the past, PR companies would often employ people without any relative qualifications in the subject. However, as public relations degrees in universities are becoming more popular, employers are now starting to choose graduates which bring more academic skills to the industry. To broaden the argument more, some people argue that public relations cannot be taught, it’s a skill certain people have naturally.

Originally an example of a profession would be a lawyer or a doctor; this would be due to the body of knowledge which they function around, laws, facts, scientific truths and the like. However, in the case of PR, there is no black and white approach to addressing an issue and different types of companies believe and implement different styles of working methods.

The Chartered Institute of Public Relations (CIPR) has attempted to ‘clean up’ PR’s reputation by creating and trying to implement a Code of Conduct which all it’s members must adhere to.

My opinion is that whether or not PR really is a profession is neither here nor there. It is the reputation of the industry that should be observed and guarded to stop it’s image deteriorating. The public’s trust and confidence needs to be gained, something which is paramount in order for mutual communication between the PR company and the public to take place.

Mysko let loose in Oslo

Amidst some much needed filing in my hectic inbox, I thought I’d get in a sneaky blog about my latest trip to Oslo. I arrived in Norway after a seven hour journey from the UK…. the sooner a new runway is built in Leeds the better! It seems you have to fly through Schipol to get anywhere other than the Costa del Sol.

Negativity… sorry, let’s get back on track. So I arrived in snowy Oslo, jumped on the speedy train into the city centre, where I was greeted by our client Fronter UK. The time was late, so after we enjoyed a £10 pint, I hit the hay and got some kip ready for a big day ahead.

I spent the morning with seven UK learning authorities at Kastallet School, south Oslo. We received presentations from the head mistress and supporting ICT teachers. The idea was to get a feel for how Norwegian schools had embraced the platform, pro’s, con’s etc. All in all, it all went down rather well, but then came the pièce de résistance! Three young lads, no more than 14 yrs old stepped in… and without their prior knowledge – so did NRK and the Dagsavisen! They gave an awesome 20-minute presentation, again talking through how Fronter had allowed them to increase communication and student interaction. The Dagsavisen asked one of the lads: “although this new technology has its benefits, doesn’t it mean you have less freedom to occasionally ditch the odd piece of homework”… with a cheeky grin on his face, Robin Svendsen replied… “well….you can’t help it if the net’s down can you…?!” There’s always a way!!!

After lunch I spent the rest of the day bonding with the marketing team, ironing out details for BETT 2008 etc – it really is amazing how much more you can get out of face-to-face meetings.

Six o’clock – time for a swift £12 pint (increased price due to plush venue at Aker Brygge) and some Bacalao. The walk home past the palace, winter market and numerous go-go bars was interesting. No real gossip on that note – just quite a surreal way to finish the night. Before sleep, I had one last check of the email and phone – text from Mum (living on the west coast – oil capital of Norway, Stavanger).

<<WE SAW YOU ON NATIONAL TV TONIGHT!!! SEE YOU IN TWO WEEKS FOR JUL!! MUMXX>>

It turns out the local TV story filmed at the school that morning had made it to the nationals, and Seb had been caught on camera. Nice way to finish a very productive day. The following morning I sipped my coffee at Oslo airport and quietly enjoyed the double page spread that had made it into the Dagavisen.