While I’m happy to report that those of my “disciples” who have taken the decisive step of focusing on PR as a career path have “seen the light” and recognize that the learning process is actually just starting, there are still those who remain blissfully unconcerned. My reassurance lies in the fact that those individuals are a distinct minority.
How many of these newly-graduated young professionals, are comfortably settled into their roles as communicators? Here is where I draw the distinction between “practitioner” and “professional.” As I differentiate the two in the classroom and elsewhere, “A practitioner does what must be done to satisfy the requirements of the position. A professional constantly seeks out new ways in which to enhance his or her knowledge and productivity.”
The very nature of public relations demands that you be constantly on the alert for new technologies, new trends, and new tactics for communicating on behalf of a client or an employer. Not only must you be proficient in what’s “hot” now; you have to be aware of emerging venues for connecting with your key publics, as well as new challenges that crop up at the least convenient moment.
In addition, there is the concurrent demand to be up-to-date on the latest developments in that client’s or employer’s industry. What are they doing that we need to know about and stay ahead of? What are we doing that I, as the public link with the media and with our customers, must be knowledgeable of and capable of talking intelligently about? Where can I find that information, and how can I incorporate it into my ongoing activities as a public relations professional?
As Edward L. Bernays says so well in “Your Future in Public Relations (Richard Rosens Press, 1961), “If an individual is to give advice to others, he should have knowledge and understanding.” This advice, given more than a half-century ago, still holds true.
Proactively seeking out information tells others that you are committed to learning and providing the best communication service possible. Looking for that long-sought promotion? Your boss will take note of your desire to improve your skills and, in so doing, position yourself for greater responsibilities.
Fortunately, there are a number of avenues for PR professionals at any level to add to their knowledge base. Professional organizations such as the Public Relations Society of America offer online as well as in-person training sessions on the latest topics and trends. In addition, more and more colleges and universities are offering certificate programs in specific skill areas. Regardless of where you might be physically located, there are opportunities to add or enhance your communication skillsets.
Unfortunately, there are still practitioners who proclaim their absolute grasp of the public relations field and adamantly refuse to “lower” themselves by participating in any programs, regardless of the topic. Admittedly, not all, as I like to describe it, “go down in flames,” but we are treated to enough examples at all levels of business and government to know that a problem exists. And those that do “self-destruct” do so, sadly, in the public eye.
Two hallmarks of successful public relations practice are trust and confidence.
Trust is the result of having demonstrated that the action you recommend a client or employer take is prudent and leads to a positive public acceptance. The Public Relations Society of America states clearly as one of the key provisions of its Code of Ethics: “Enhancing the Profession…Public relations professionals work constantly to strengthen the public’s trust in the profession.”
Confidence results from the assurance your client or employer feels when you explain the rationale for a recommended action. It will be clear that you have “done your homework” and have carefully examined the pros and cons both of your own recommended action and of actions taken by competitors. It is important you educate yourself so that you can educate others.
Again, to borrow from Mr. Bernays, “If you are to be a successful public relations practitioner, you must have the capacity for absorbing much information quickly. You must learn to know the reasons why people do what they do…You must know where to find information to enable you to understand the publics with which you deal.”
Sixty-plus years later, this observation is even more applicable. Communication technologies are evolving at warp speed, and your ability to understand and to effectively employ those tools will set you apart from others. But this understanding can only come through proactive learning and having the willingness to learn in order to understand the publics that are your target audiences.
The challenge for us all today is, in our frenetic 24/7 world, to not allow ourselves to become complacent. We must acknowledge that our profession is a dynamic field in which yesterday’s knowledge quickly becomes today’s history lesson. We must seek out emerging technologies and educate ourselves on their effective implementation.
18th Century English poet Alexander Pope said it best: “A little learning is a dangerous thing…” For those of us who have chosen public relations as our life’s profession, we have taken this saying to heart and we have made a lifelong learning commitment.
Kirk Hazlett, APR, Fellow PRSA, is Associate Professor of Communication at Curry College in Milton, MA, where he teaches undergraduate public relations courses, oversees the public relations concentration, and serves as Faculty Adviser for the Curry College Public Relations Student Association. Prior to his move into academia, Kirk practiced nonprofit and government public relations and marketing for more than 35 years in the US as well as Asia. During his professional career, he managed communication programs for healthcare and member services organizations as well as the US Army and US Air Force in Vietnam, the Philippines and the United States. He also provided consulting services for both the Manila and the Singapore Red Cross.
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