A PR company quizzed 500 business people across the UK what they considered to be the definition of public relations and found that an astonishing 76% of respondents did not truly understand the concept of PR.
The industry has long been aware about the common misconceptions of the everyday man on the street, but what surprises many practitioners is the sheer extent of confusion about PR within business itself.
The survey questioned a broad cross section of business people, including marketing managers and directors of large businesses, who defined PR as anything from mailshots to telesales.
The results point to the irony in PR that those same people responsible for communicating key business messages to raise awareness of their clients struggle to communicate the very message of what PR is about.
But public relations has to tread a very fine line. By telling the world that much of the news about companies we see and hear in the media originates from PR public relations output risks losing its all-important third-party credibility.
But don't tell people and many businesses lose out on the clear benefits of public relations over other more costly forms of marketing.
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