Role Confusion in Public Relations

Role confusion is a common and deeply troubling phenomenon in the field of Public Relations. It is troubling because it undermines the significance of the PR role, thereby distorting how people perceive its value. This reflection stems from my own experiences of role confusion as a PR professional in the corporate environment. The way I view myself and the goals of PR often don’t align with how others see me and my responsibilities. There are various perceptions—some closer to, and others further from, the reality as I interpret it.

I realize that I’m not alone in facing this dilemma. This identity crisis has been a persistent challenge for the field and its practitioners for a long time. When I first embarked on my PR journey, I was driven by a desire to define who PR professionals are and how they should be perceived. I wanted to resolve the identity crisis of PR. However, instead of uncovering a singular truth, I encountered multiple truths—multiple perceptions. As I tried to understand these perceptions and the nuances behind them, I began to question: Who am I to judge the validity of any of them? Perhaps there is no definitive way to understand PR. But does that mean that anyone can do anything under the banner of PR and call it professional practice? There must be more to it than that.

So, what truly is PR? To me, PR is about building bridges, connecting viewpoints, and constructing meanings. At its best, PR facilitates the "bridge moment": the moment of understanding beyond mere words or symbols, the moment of engagement, the moment of becoming part of a larger narrative. PR professionals, at their best, help others reach their bridge moment, fostering mutually beneficial relationships built on understanding and connection.

Driving this meaning within the corporate world presents its own set of challenges. PR is often still viewed as an afterthought or a go-to solution in times of crisis or when there’s a need to manage or repair an image. We can only hope that perceptions of PR will evolve, leading to an enhanced sense of professionalism within the field. However, this evolution requires foundational work on the part of practitioners. We must ensure that PR does not lose its meaning—not now, not ever. This is our ongoing responsibility as PR professionals: to redefine, uphold, and advocate for the true essence of public relations.