Ahh, these misconceptions about what PR people do persist! A recent article in PR Daily gave me pause and caused some chuckling. What really struck me is the thought that we often have ourselves to blame if we can’t articulate how PR involves research, action planning, communication and evaluation–the oft-used R.A.C.E. acronym by PR people to define the strategy involved in the PR process. And it was only this year that the professional association PRSA finally adopted an approved description of the profession. Here it is in all its glory: ”

“Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.”

Above all, a PR person must be a good writer, an effective advocate and counselor with the wit and wisdom to express ideas and adapt to challenges. Now that you know more about what is expected of PR people, does that influence your opinion?

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