PR Professionals: Persuading Attitudes or Conveying Information?

Madison McClary

mm326315@ohio.edu

It seems like whenever PR and journalism are discussed in the same conversation, there is a tension that is apparent. The reality is that these jobs are actually closely related and rely on each other for specific information. PR professionals are able to target specific audiences which, ultimately, could be beneficial in some ways to journalists’ stories. PR professionals are the bridge between the individual and the organization. 

PR professionals are often known for their efforts in creating a positive public perception. In the article Public Relations vs. Journalism: What’s the Difference?, Gillian Evans defines PR as a “deliberate, planned and sustained effort aimed at persuading the public’s attitudes and opinions towards a person, product or idea.” (2016). In the same article, she later goes on to say that, although they get a bad rap, PR professionals are necessary in our world of information: “With easy access to so much information, companies need professionals to convey a consistent, streamlined message to the public.” (2016). 

What could cause PR professionals to be seen in a better light today? Well, PR has become an important term specifically with COVID-19 happening in our world right now. In the article Seeking relevance: PR and media during the COVID-19 pandemic, Aaron Perlut discusses how important PR professionals are in covering COVID-19 information. He states, “For PR practitioners, it requires a measure of understanding the audience you rely upon to help tell your story. . .” (2020). COVID-19 is something unlike anyone (journalists and PR professionals alike) has ever seen. There is an opportunity for everyone to cover this story, but PR professionals specifically have an interesting door that has opened for them. Public relations is huge right now because this pandemic impacts everyone in some way or another. They are able to give the people consistent messages from the companies they most want to hear from at this point in time. Brands across the board are looking to their PR professionals for guidance on how to convey their COVID-19 guidelines and information to their consumers. 

"America's Views of the News Media During the COVID-19 Outbreak", Survey of U.S. Adults, 2020.

"Americans Immersed in COVID-19 News; Most Think Media Are Doing Fairly Well Covering It", Survey of U.S. Adults, 2020.

This pandemic has had a huge impact on the PR world. PR professionals have had to shift gears when it comes to their creativity and come up with campaigns that will cut through all of the others surrounding the same subject. After all, how does one cut through the crowd to have their work seen at a time like this? Although PR professionals have a chance to improve their reputation, this is still a difficult time for everyone.