In a recent article from allAfrica.com, public relations professionals are making an effort to regulate the profession there and clean up its reputation. Peter Malinga, president of of the Public Relations Association of Rwanda, asserts that the public relations world has a current “free entry” status in which “failed or re-traded journalists” can thrive. This being the case, the PRAR, a joint private-public sector venture, hopes to align the industry with professionalism and apparently competency.

“[PRAR]’s main aim, [Malinga] added, is to professionalize the public relations profession, given that its practitioners are often considered to be poor cousins of advertisers’ and event management.”

The organization hopes to “weed out” unqualified people and make the profession something to which people aspire, rather than resort.

At first, I was mildly offended. Only mildly because I wasn’t sure if Malinga and his organization were referring to the Rwandan PR industry rather than the global profession. But I was offended because I think that the skills that make a successful PR professional are disciplines that I am daily honing and – well, at least thinking about.

The article later goes on to focus on the importance of distinguishing between good and bad PR and the need for the former.

And so at this point, I realized: I need to NOT be offended (even mildly) about this and realize that he’s right. There’s plenty of bad PR out there, even if most of the time I associate it with being stimulated by external, “beyond our control” forces. Probably the bulk of bad PR out there is done by PR pros who really aren’t THAT pro.

This is a rallying call for mobilization and engagement. How do we answer?

By striving to be truth-centric and people-oriented. By allowing the industry to be chastized.

“It is in the institution’s interest if it is criticized, since this helps in the correction of different mistakes.”

*Photo courtesy of http://polosbastards.com

This is my last post that counts as an assignment for the class in which this blog was assigned. So in honor of St. Patty’s, I’d like to say, it’s not easy being green (as in inexperienced not eco-friendly).

This term, more than anything else for me has been: “What’s public relations all about?” And more than ever before, I’ve been asked to prove that I can answer that question. I have one instructor who insists that at its very fundamentals, PR is about influencing people. I have another instructor who stressed how much we needed to make messages that were going to “stick”.

So here are some things I learned this term to make me less green and more savvy:

1. In a trade publication, if you don’t know the audience, check the media kit.

2. Everything you write needs to matter to someone.

3. Accountability is important and it’s good to let a client know in a plan how you’re going to be accountable to them

4. Never list someone as a reference on a resume or CV until they know they are being listed.

5. In order to truely “join the conversation” you must be actively listening.

6. Shareholders don’t always care about the CSR.

7. Do not data dump in presentations.

8. Tripple Bottom-line: People + Community + Profit<– According to mis-read lecture notes – it’s actually People, Planet, Profit (Thanks, Emily).

9. Transparency is key.

10. In a media-advisory, make the photo-op irresistible to the press.

11. In a crisis, address concerns first.

12. Nail down AP style.

13. Listen and respond.

Thanks to all the PR pros that have indulged in my questions and concerns this term via Twitter and e-mail. I hope we’ll have an opportunity to continue the conversation.

*Image courtesy of www.smart-kit.com/