You may not be aware but the very foundations on which public relations has been built is being discussed, debated and (potentially) redefined.
The Dublin Conversation, as it has been called, is a 100 day challenge (starting from May 22) to make sense of how public relations practice needs to evolve and change because “there has never been a more critical need for a redefined, revitalised and rejuvenated public relations”.
I’d encourage you to get involved here.
In a whitepaper to start the conversation, UK-based PR practitioner Andy Green, with help from numerous supporters, outlines seven steps to understand why the Dublin Conversation is needed. At a high level these are:
- What was previously an academic debate about ‘What is public relations?’ is now an urgent task for our society.
- You need to be looking from somewhere completely different to define ‘public relations’. It’s emergent.
- We have witnessed the emergence of the ‘Comms’ era and need to evolve the PESO model
- You cannot define ‘Public Relations’ in isolation – it exists and works in polarity with advertising
- Earned trust is the pivotal touchstone for public relations – and validates existing accepted definitions
- Public Relations activity is scoped by the process of earning trust
- It’s urgent. We need to begin an emergent, bottom-up conversation for change
And the goal at the end is to come up with a Dublin Definition on Public Relations which in its current (draft) form is:
Public relations is born out of the need to earn trust for any social interaction. Effective Public Relations creates better influence, relationships, reputation, social capital and word-of-mouth conversations.
Public Relations operates in a ‘Comms’ environment, working alongside advertising and other communication disciplines to achieve familiarity by making you more known, liked, trusted, front-of-mind, or being talked about through using Own, Shared, Earned, or Paid-for channels.
The goal is to encourage a bottom up debate to refine and evolve this draft definition, and debate and agree the underlying principles, with the outcome to be presented a major international PR conference in October in, you guessed it, Dublin.
The paper builds on current theoretical models, brings in new concepts and approaches and most importantly looks to link theory to practice.
There will no doubt be things in here you disagree with, things you may not have known, things you may not have thought about, or things you may have been championing for many years.
For every practitioner, there is a clear call to action to get the Dublin Conversation going:
- Reflect on what you currently define as ‘public relations’. Compare and contrast with the draft Dublin Definitions
- If you have new feelings, insights or ideas share them at www.prplace.com
- Spread the word. Tell at least two people.
I hope at least two people reading this put their views forward. I am certainly be adding my views and I am excited to see how this debate evolves.