A lot people still have misconceptions about Public Relations. Many think it serves only corporate interests without any regard for the public. Others confuse it with Marketing or think it’s all about publicity. It’s for these reasons, improving the professionalism of public relations remains a key concern for many of us.
Recognizing Professional Excellence
Developing standards in public relations practice is key to professionalism. One way we recognize professional excellence is through the Achieving Communications Excellence (ACE) Awards and Leadership Awards. Winning a Leadership or ACE Award earns you industry recognition, strengthens your strategic communication skills and gets you and your work known in Toronto’s public relations community. I hope you will join us at the ACE Gala is on May 7. To register please go to: https://www.cprstoronto.com/ace-awards/ace-awards-gala/.
Industry research
A body of theory-based knowledge, developed through research, is also central to professionalism. I encourage you to participate in an important research study on the competencies, knowledge and skills necessary for 21st century public relations professionals. The study is funded jointly by McMaster University and the Communications + Public Relations Foundation. Here is a link to the online questionnaire: https://legerweb.com/cprf-mcmaster-cskstudy.com.
Professionalism through knowledge PRK Exam
If you are a graduate (or about to graduate) from a public relations program and want to demonstrate your foundation of public relations knowledge; a junior public relations professional motivated to distinguish yourself; or a professional who has been working in a public relations or communications position but had not graduated from a public relations study program you should consider taking the Public Relations Knowledge (PRK)® exam on Saturday, May 3, 2014. For more information about the PRK exam please see http://www.cprs.ca/education/prk.aspx
While I think public relations has made considerable inroads through research, accreditation, award programs and professional development, it will continue to evolve and mature as a profession. What do you think? Do you think we are on the right track to being considered a true profession?