by Roger Pynn
Peppercom Founder Steve Cody (who has built a powerful mid-sized public relations firm) wrote an interesting article for Inc. that was intended to help differentiate what we PR people do from advertising and lobbying.
Unfortunately, it stopped way short.
What Cody describes is not the practice of public relations, but instead one element … the most basic: publicity and media relations.
He could have said that while public relations was built upon the foundation of publicity – and still involves building media relationships that earn coverage – the profession involves a variety of other strategic tools from research to many individual forms of stakeholder communications intended to help organizations establish relationships across their horizons in support of business goals.
Once again, someone is trying to define public relations and what we end up with is confusion.