On My Soapbox

As I type the Institute for Public Relations is accepting comments on what defines a profession and if public relations qualifies as a professional discipline. According to the website a published paper by Betteke van Ruler of University of Amsterdam ("Are PR Pros From Venus and Scholars From Mars?" ) questions which of the four models defines the public relations profession – knowledge, competition, personality and status models. Each model presents divergent views on the profession in the industry (and arguably beyond). My take: I agree with Cindy Small, a respondent on the site, who said, “Public relations cannot be pigeon holed into one model.”

I agree with academics who believe that education should be a requirement for employment. I agree with practitioners that argue that expert service, commitment, creativity and enthusiasm have to be a part of the public relations profession. I also agree with those that believe Accreditation is a trademark of professionalism.

While I agree with a component of each model, I would volunteer that the best model is one that requires a formal education in public relations. This education would teach practitioners in several key areas, including writing, research, media relations, communications theory, and business. It would also require practitioners to become Accredited.

Why? During my career I have met people that profess to do public relations. Each person had a different perspective on the profession that I am passionate about, and it usually had nothing to do with public relations. Many of them confused publicity, which is the oldest form of public relations (PT Barnum), as public relations. I have even been told: “Anyone can do public relations…I read a book and learned how to write a press release. It isn’t rocket science.” The only truth in that statement is that it isn’t rocket science…but it is a science.

A true public relations professional understands the importance of strategy, business, research, metrics, ethics, writing, and theory to the discipline…and they work hard to maintain the integrity of each area. They understand that creativity is only a part of the total equation. They understand that you don’t do public relations.

There is a lot of work that needs to be done to bring respect to the profession. The first step is making sure that we stop allowing people that claim to do public relations to associate themselves with our beloved profession.

The lesson. Every public relations practitioner has a responsibility to educate others about our profession. We must challenge the notion that anyone can do public relations. We must work hard to distinguish the role that public relations plays in the business environment. We must advance our profession. Each day ask yourself, “What have I done today to advance my profession?” If we do that, then in time we will receive the respect we deserve.

Let's Converse

The September issue of Essence reports that six black Greek fraternities and sororites are suing Converse for using their colors and founding dates as a part of the Greekpak sneaker line.  In the suit the fraternities and sororities claim Converse used their trademark without asking and they are calling for a ban on using the designs.  Converse says the colors and numbers aren't trademarked.

Why are these organizations mad?  They are getting publicity, which can only help them, right?  Well, yes and no.  While the Greekpak sneaker line did provide the fraternities and sororities with publicity, it also provided Converse with millions of dollars in revenue.  Why didn't the organizations get any of the money to help further their causes?  Converse should have contacted the organizations and worked with them to develop the line.  They should have given something back to the fraternities and sororities for the use of their colors and founding years.

The lesson.  Involve stakeholders in your decision-making and development processes.  It is important to bring stakeholders to the table when developing a product or working on a project.  Involving them in the decision-making and development processes can increase the marketability of your product and project and provide you with grassroots, community support that can help you overcome opposition.

Stop Frontin' and Get Real

UPDATE: It's 2014, and we are still having the get real conversation. While many still need to hear it, there are some who really do get it. Check out the video links below from intimate, exclusive interviews by Necole Bitchie with JHud and KMichelle. 

In 2002, eight-time Grammy Award winning artist Lauryn Hill released MTV Unplugged 2.0. The cd was very different from her freshman project The Miseducation of Lauryn Hill.  The album featured only her voice, accompanied by acoustic guitar. She used lengthy interludes as an opportunity to explain to her fans the things she realized during her hiatus from the music industry, the most important being self-realization.  Many considered the album a flop and criticized Hill for being so candid. Others praised her forher passion, brillance and honesty, and according to Hill, there is something to be said for honesty. 

During Hill's 12-minute Interlude 5 (the first track on the second of the two-disk CD), she defends honesty and challenges her fans - and the world - to be real...to be honest.  "We were in Florida this weekend. We took the kids to Disney World. They gave us a tour so they escorted us through the back. And when they escorted us through the back we got to see how there were all these people working all hard and it was real dirty back there. Of course in the front it was all immaculate and clean. And I said people need to see the reality. They need to see how these people slave to maintain this illusion….what’s the point. Oh, I just threw this together…. Slavin to act like I wake up like this. And none of us do….and reality is good. It means that everybody can exhale and let your belly out ….that is the blessing [to be able to] go around and say, 'oh you got one too.' And be free."

WHY KMICHELLE THOUGHT SHE WAS GOING TO DIE http://instagram.com/p/tjXBUZzQwY/?modal=true

Fastforward five years and it seems that though many thought Hill was "confused," several artists in the industry are taking advice from the confused Lauryn Hill, proving that honesty is the best policy.

Mariah Carey is one such artist.  After two lackluster albums, a very emotional breakdown that delayed the filming of her movie and a bitter divorce many thought that Carey's career was over.  It was even rumored in 2001 that her record label, Virgin, was close to "severing ties" with Carey.  Carey and her team knew that she had to come strong on the next project.  She also had to deal with the real issues.  And she did.

FULL JHUD INTERVIEW TEASER: http://instagram.com/p/tguGsrTQyc/?modal=true

On her latest project,The Emancipation of MiMi, Carey shares her personal side.  When discussing the title of the project, Mariah explained:  "the word "emancipation" referred to the freedom from her ex-husband, Tommy Mottola, which contrasted with the promotion for her three previous studio albums since her divorce, as she had never previously spoken in great detail about it (though a gag order had prevented her from talking about the marriage for a few years). Carey also explained that "Mimi" is a nickname previously used only by close friends and relatives, adding that she wanted the title of the album to be "representative of where I'm at as an artist.... This is the fun side, the real me, and not the image and the baggage that comes with the whole 'Mariah Carey' thing" (taken from Wikipedia).

Emanicpation debuted at number one with the highest first-week sales of Carey's career.  The album was certifed platinum six times and won the 2006 Grammy for Best Contemporary R&B album. 

One could argue that it was the quality of the music helped Carey regain her status as an R & B diva, but the strategy behind the persona was the real catalyst.  Carey's personal approach and honesty put her back on the map.

REALLY THOUGH? THIS AGAIN? http://instagram.com/p/tk_p7DTQ1C/?modal=true

Rising star Keyshia Cole is also proving that reality and honest equals success.  Often criticized for her rough around the edges persona and hard to deal with personality, Keyshia Coles' public relations team made a strategic decision to allow BET to produce a weekly reality television show that "offers a look into the daily grind" of the songtress. The show, The Way It Is, provides viewers with a weekly dose of Keyshia's reality.  It gives an honest look into Coles' past and present, allowing them to understand the woman behind the golden voice. During the show Coles is honest, telling the painful details of her past and and explaining why she "has to handle her business like a man."  On the show she is caring and sincere, allowing viewers to see the things that make her vulnerable and human. The result? Each week fans fall deeper in love with Keyshia. Each week the haters become fans. Each week brings her closer to another platinum album.

Why are so many people choosing to put their life on display for the world?  Because as Lauryn pointed out years ago, "It's reality."  We are all going through the same thing.  The reality for public relations professionals is that people are tired of hearing made up success stories. They are tired of the created illusion; they want to see and hear from real people.

The lesson.  Public Relations 101 teaches us to be honest and open in crisis situations.  Real life is teaching us that honesty is always the best policy.  Don't be ashamed of your organization's or client's reality.  Don't be held captive by the urge to create an illusion.  Find the real  and stop frontin. Real situations inspire people and cause them to act.  Find the real situations in your projects and use them to achieve your goals.

Get a Fresh Perspective

DiversityInc is a great resource for professionals that want to stay updated on national diversity issues. Recently DiversityInc spotlighted Newark, New Jersey's mayor - Cory Booker. In the article, Embracing Community: Newark Mayor Takes Hands-On Approach to Change, DiversityInc staff discuss the value of Booker's unique approach to addressing the challenges facing his city.

Unlike most politicans who tour the city's toughest areas during the day and go home to their plush suburban homes at night, Booker has made Brick Towers, a public-housing project in Newark's Central Ward, his home. He is learning from experience the challenges associated with living in public housing. And according to Booker, the lack of hot water and heat in the middle of winter are the least of the problems for public housing residents.  "Twenty-five percent of my kids in my city grow up in households with no worker, no example of somebody getting up every single day and modeling a behavior that we need in our city," Booker said. "We have serious work to do when it comes to educating our people about proper habits with their money and letting them know that programs are out there."

These are lessons Booker would never have learned during a brief visit to the community.  Living in Brick Towers has given him a different perspective on the challenges facing the most impoverished residents of Newark.  It has given him an opportunity to meet people that don't travel in his social circle.  He has been able to learn how and what they think about.  He has built trust with this target audience.  He has proven his commitment to making a difference.

The lesson. Booker's approach reminds public relations professionals of the importance of getting a fresh perspective when trying to solve the toughest problems.  The next time you are faced with what seems like an unsurmountable obstacle, remember Cory Booker.  Remember to get a fresh perspective.

Update on 2008-04-01 15:08 by Brandi N. Williams, APR

Almost a year later, and I am still a Cory Booker fan.  Check out what's going on with him these days.

Human Conversation

Talk Human ^SM. It's Eric Mower and Associates' communication philosophy and brand. It is a really simple concept that goes like this: Have human conversations with your audeinces.  

Public relations professionals dedicated to producing results must strategically put human conversation into action for their clients. 

The lesson. Human conversation requires:

• An true and complete understanding of audience values.
• Organizations and people to be open, vulnerable and accessible.
• A combination of logic and emotion.