This seems to be a common question, and not just from my parents. It sparked a forum discussion at PR Open Mic. If you are a member then you should check out the discussion and offer your insight. (If you are not a member, then you should consider joining if you are interested in PR.) The topic is also scattered across blogs such as PRos in Training among others.

In response to how I explain my career choice, I usually opt for examples. I also noted this usually limited the view to that particular situation, losing the larger concept altogether. This is problematic, though, because PR is part of a much larger picture that is apparently difficult for those outside of the profession to grasp. I can understand why. With so many definitions of the same two words floating around, I am surprised I was able to grasp the meaning of PR.

This also reflects a discussion we had in class on the same day I read the forum post. Personally, I think it is just difficult for those outside of PR to understand the concept. It is all around them, yet they don’t even realize it. In class today, my professor explained this perfectly during our discussion of integrated communications. He noted, “Consumers usually don’t separate organization functions (pr, advertising, etc) in their own minds.” People have a perception of a brand but usually can’t analyze how they developed that perception. Little do the consumers know, it was us PR people helping to build that brand and creating that perception.

A response to my comment also made me appreciate the profession even more. If we can create a brand so that the consumers aren’t aware of the branding, then our job has been successful. We are behind the scenes creating a successful reputation for an organization and yet no one knows who we are. It is a mystery, a little bit of magic, and I kind of enjoy thinking of it that way.