This week The Communication Group picked up an exciting and
challenging account. The client: the Public Relations Consultants
Association. The objective: to display to the business community the
commercial worth and value of public relations - in a nutshell, to
improve the reputation of PR.
Last month we asked some of those PR practitioners most courted, quoted
or featured by the media to respond to the PR challenge of how to
improve the image of the industry. Their responses were varied but
proved the need for a strategic approach, such as this.
The decision to hire a PR firm forms part of the forward-thinking
Building Market Confidence initiative formulated (coincidentally) in the
immediate aftermath of 11 September, and given added impetus by the
economic fall-out. The aim of the campaign is quite simply to take
charge of the PRCA's own reputation and that of its members and its
services, and to support those members during the current economic
With this latest move, the PRCA has proved a certain willingness to be
resilient in the face of the swathe of uninformed commentary on this
industry. But the real test will lie in the speed and resourcefulness of
the PRCA's issues management team and TCG in responding to the
reputation crises that will, no doubt, continue to crop up in the
future. And when those crises do emerge, the challenge remains to add to
the cast of charismatic and positive representatives of the industry as
a focus for the media.