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The primary purpose of public relations is to uphold and enhance the reputation, exposure and brand affinity of companies and organizations. However, as a whole, our industry does a poor job of building its own credibility, positive exposure and brand affinity among its main constituents—businesses and entrepreneurs.
It’s time we change that, and insist our industry’s representatives and trade associations defend our long-standing reputations and work to rebuild trust among many industries for the value of our work.
Recent indictments against the value of public relations, from Michael Arrington’s numerous rants against PR and some non-creative publicists, to Brant Cooper’s baseless attack against the industry in a recent Business Insider column, have shown that despite our tremendous abilities to build brands and create positive exposure for our clients and employers, the PR industry is failing—quite badly—to uphold its own reputation. The profession has seen its reputation diminished with minimal, if any, effort as a collective group to improve others’ views of our work.
The public relations industry needs to follow the advice it gives to clients every day—do everything you can to proactively build your brand and corporate reputation, and protect your brand when it is being attacked.
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