Here’s the challenge. It’s easy to teach tips and tricks, but it’s much harder to teach students to join up the dots.
There’s an obvious analogy here. Imagine learning a foreign language (one not using the Roman alphabet). First you have to learn the shape and sound of the letters; then you learn some words; then phrases. But you still can’t read, write, or hold a conversation. That takes months or years of immersion and hard work.
Students can learn to recite some models and theories; they can easily be taught to write press releases. But they don’t know why they should (or shouldn’t) use one. They don’t have a bigger picture in mind.
They’re not alone. Many practitioners focus on the ‘what’ and avoid answering ‘why’. I see this when I visit work placements and realise that too many practitioners are still counting the value of PR based on spurious measures such as AVE.
Who are the experts in joined-up public relations? I’m sure there are many, but the following four people stand out for me because they’re not only doing it – they’re regularly sharing insights with the rest of us in books, blogs and talks.
David Brain (@DavidBrain). Co-author (with Martin Thomas) of Crowd Surfing, and a leading figure in global consultancy Edelman. Key quotation: ‘in the era of enfranchised consumer and stakeholder… it is PR thinking not advertising thinking that is best placed to succeed.’
Robert Phillips (@CitizenRobert). This former Jackie Cooper PR and Edelman consultant presents an articulate critique of PR’s role in the consumer society. Key quotation (from his chapter in Where the Truth Lies): ‘We urgently need to change our language and to appreciate that citizenship is a more vital element of a healthy society than consumption without restraint. PR is no longer merely a sales tool’.
Stephen Waddington (@wadds). He’s co-authored or edited four books in the past two years, which would be a prodigious output for a research-focused academic, but is an astonishing one for a family man who’s a full-time PR consultancy director who has also been elected as CIPR president for 2014. Key quotation (from Brand Anarchy written with Steve Earl): ‘Shedding the shackle of media relations will be critical to the future success of the public relations industry.’
Heather Yaxley (@greenbanana): Research academic, author, tutor, blogger, consultant, Yaxley seems to be everywhere at present. Her key insight is to unearth the shamefully hidden female side to public relations (she will condemn me for this unbalanced shortlist). Her thinking’s joined up because it draws on insights from history, psychology, business and management. PR Conversations is a must-read blog and I’m using her co-authored book The Public Relations Strategic Toolkit in my teaching this year.
Even from this short summary, you can see that joined-up thinkers are looking outside and beyond one narrow discipline, and asking (often awkward) questions about its future. We need more of them.