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Ultimately, the goal is to revisit terminology and other key issues in an organized forum with industrywide endorsement and participation. This sanctioned dialogue, a "PR Management Issues Summit," could be an adjunct to the PRSA International Convention in Anaheim this October. Until a formal dialogue becomes more palpable, consider the following reasons why "PR Management" is a viable compromise. Solving our identity crisis will help our modern profession reach its potential.
- Adding "management" to "PR" would provide a common thread to encourage acceptance among practitioners with preferences for terms like, "reputation management," "relations" or "strategic communications," among others.
- By reducing "public relations" to "PR," the ambiguous term becomes a representational acronym, much like CPA or MIS.
- "PR Management" maintains its connection with our industry origins, but more appropriately, represents the strategic role that define modern practices as a management function.
- The new term better positions PR curricula, now housed in journalism programs, to transfer to business schools where mutual integration is needed. Some PR programs may also find appropriate homes in independent communications and liberal arts departments.
- Retaining "PR" retains the equity of the APR designation. It also helps provide a natural transition for agencies like mine to use the moniker, "Advertising and PR Management Agency."
Reprinted from Public Relations Tactics (6C-039926)
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