Understanding the Distinctions Between PR Practitioners and Professionals
By Dr. Afolabi Olajuwon
Public relations (PR) is a field that continues to play a pivotal role in shaping the public image and perception of organizations, individuals, and brands. As the industry evolves, a notable distinction between public relations practitioners and public relations professionals has emerged, characterized by differences in education, approach, and impact. Understanding these distinctions is crucial for stakeholders within the industry and those outside who rely on the expertise and services of PR experts.
Public Relations Practitioners typically refer to individuals engaged in the execution of PR activities, often without formal education or extensive training in the field. These individuals may have entered the sector through various pathways, such as related work experience, internships, or roles necessitating ad hoc PR efforts within a company or organization. Their competencies are often developed empirically, relying on-the-job training and practical experiences.
Public Relations Professionals, on the other hand, are characterized by their formal education, accreditation, and a commitment to continuous professional development. They are often members of recognized industry bodies, such as the Nigerian Institute of Public Relations (NIPR), the Public Relations Society of America (PRSA), the Chartered Institute of Public Relations (CIPR), or similar organizations globally. This group adheres to established ethical standards and methodologies, ensuring a strategic and well-rounded approach to public relations.
One of the most clear-cut distinctions between practitioners and professionals in PR is the educational background. Professionals typically possess degrees in public relations, communications, journalism, marketing, or related fields. Advanced degrees or specialized training programmes further enhance their theoretical foundation and practical insights into the nuanced dynamics of public relations.
In contrast, practitioners might have diverse academic backgrounds, potentially lacking formal education in PR. Their expertise is often shaped by practical experience and learning by doing, which, while valuable, may not always equip them with the latest strategic frameworks or ethical guidelines integral to professional PR practice.
A professional in the field of public relations adopts a strategic, research-driven approach to communication. This involves a thorough analysis of the organizational ecosystem, stakeholder mapping, and the application of advanced models and theories to formulate comprehensive PR strategies. Professionals employ a variety of tools, including media analytics, sentiment analysis, and digital engagement metrics to continually refine their tactics and measure the effectiveness of their campaigns.
Practitioners, however, may focus more on tactical execution rather than strategic planning. Their methodologies often involve straightforward tasks such as drafting press releases, managing social media, and organizing events. While these tasks are essential, they may lack the depth and forward-thinking perspective that characterize professional PR practice.
Public relations professionals adhere to stringent ethical standards laid out by professional bodies. These standards encompass transparency, honesty, and a commitment to public interest, ensuring that the actions taken are not only effective but also ethical. Professionals facing ethical dilemmas can draw on a wealth of resources, including peer advisories, ethical codes, and case studies, to project through situations.
Practitioners, especially those who are not affiliated with professional organizations, might not have the same ethical frameworks or support systems. This can lead to inconsistencies in ethical practices, potentially exposing organizations to reputational risks.
The strategic approach employed by public relations professionals often results in long-term benefits for organizations, including enhanced brand reputation, increased stakeholder trust, and robust crisis management capabilities. Their ability to anticipate trends, conduct thorough risk assessments, and develop proactive communication strategies ensures sustained organizational resilience and growth.
Conversely, the immediate, task-oriented focus of public relations practitioners might yield quick wins but lacks the sustainability and depth required for long-term impact. While their contributions are important, the absence of a strategic framework may limit their effectiveness in connecting PR structures.
In summation, the distinction between public relations practitioners and public relations professionals is marked by differences in education, approach, and impact. While both roles are vital, professionals bring a level of strategic insight, ethical rigor, and long-term value that is indispensable in today’s dynamic and PR environment.
For organizations seeking to cultivate a robust public image and connect the intricacies of modern communication, investing in the expertise of public relations professionals is not merely beneficial but imperative.
Dr. Afolabi Olajuwon is a Fellow of the Nigerian Institute of Public Relations, Fellow of the Institute of Management Consultants, a Researcher and resource person at the International Institute of Journalism, Abuja.
