Public Relations vs. Publicity: What is the price of a reputation?

As you work to get ahead of the pack in your industry, and certainly as we move into an election year, I know the rhetoric and spin will begin to ramp up.  According to the Bloomberg Business (7/2007) businesses spent a hefty 4.2 Billion dollars on the Public Relations industry in an effort to craft a good image and reputation, or at least one that you will believe.  Let’s take a few minutes to sift through what that can mean for your customers, or the voting public. 

Publicity is to Limelight as Public Relations is to Spin.  Sounds like an excerpt from an ACT test, but if you think about it, it is all a matter of perspective.  The two words, and attached roles, of publicity and public relations are often used interchangeably by the novice, and it is important to appreciate the distinction between the two.  

            There are also two sides to every view, and one man’s bad publicity event is another man’s opportunity for being seen.  One man’s Public Relations frustration is another man’s chance for spin and opportunism. 

            Publicity is, put simply, public exposure or notoriety.  Public Relations is the business of inducing the public to have understanding for and good will toward a person, firm or institution.  Public Relations can be accomplished with publicity, but it is not the only way.  A good Public Relations strategy is more than just the simplistic calling in of media and putting up a few microphones.  A strong Public Relations strategy meets the public where they are and fosters a positive image and relationship via multiple avenues to include support of the arts, charitable causes, education, sporting events and civic engagement.  It creates true good will.

            More recently in public relations, professionals are using technology as their main tool to get their messages to target audiences. With the creation of social networks, blogs, and even Internet radio public relations professionals are able to send direct messages through these mediums that attract the target audiences. Methods used to find out what is appealing to target audiences include the use of surveys, conducting research or even focus groups. Tactics are the ways to attract target audiences by using the information gathered about that audience and directing a message to them using tools such as social mediums or other technology. Another emerging theme is the application of impression management.  The psychology behind impression management works to cultivate perception, and as you know, perception is reality.  Done well, impression management works to cultivate reputation capital, and build trustworthiness.  It is important to know that public image, be it to the soda you drink, car you drive, or leader that you select, gets a lot of thought committed to driving how you think and what you choose. 

            Seasoned Public Relations Professionals and Publicity Leads take a few years to learn their craft by completing degrees in communications, marketing, finance, engineering, healthcare and more and least at the Bachelors but often at the Masters Level.  Even with appropriate educational training and experience, there are rookie Public Relations and Publicity mistakes o’plenty to be made.  A public relations strategy for any business big or small is key for brand development, so why skimp and just dole the job out to the most junior of team member, or the one that is most easily lead or the most likely to “say what you want to hear” not the more useful item of “what you need” to hear?  It is important to recognize here that Public Relations is not Marketing.  Separate from Publicity and Public Relations is the entirely unique discipline of Marketing.  And Marketing is not Sales.  And so on and so on goes the list of disciplines of thought that are needed to keep the engine of your business, organization or government, big or small, humming away.   

            The world of information is changing so quickly that it is vital to stay on top by taking the time to educate and train yourself, and expect the same of your team.