Letter - PRO focus should be on duty not definition

Quentin Bell is right to question the description 'PRO' (Letters, 27 July). PR practice must persistently reflect present times because change is a constant.

However, I would not focus the spotlight on searching for a correct PRO definition. There is no one-size-fits-all term. The PR industry already counters complexity by coming to a clear classification of what PR could and should do.

We must first focus on defining PR duty rather than its definitions. Where and how must PR fit within the corporate communication mix? As always in the creative industry, we need to collectively appraise the comprehensible (PR benchmarks) before the complex. Only then can we devotedly describe the depth and breadth of the PR profession.

So let us stick with 'PRO' for now and place further focus on PRO duty not definition. After all, PR can not be defined universally because of industry fragmentation and specialisation. The same will apply to the 'PRO' definitions.

Kunal Mehta, lecturer in corporate comms, Thames Valley University.

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