Study calls for a more socially conscious approach to public relations
A new study calls for a socially conscious approach to public relations focused on creating shared value for organisations and stakeholders.
Public relations has traditionally been focused on meeting an organisation's business objectives. A new study - The Future of PR/Comms and their Social Impact - reports growing calls for a more radical, socially conscious approach. This focuses less on image and reputation and more on creating shared value for the organisation and its stakeholders.
The research was undertaken by the PRCA University Advisory Group and Quadriga University of Applied Sciences and involved more than 300 practitioners from 21 countries using a four-stage Delphi methodology. Dr Ana Adi, Quadriga University of Applied Sciences, and Thomas Stoeckle, Bournemouth University, led the project.
There is a lack of consensus on the definition of public relations, its purpose, social value, and social impact. Respondents believe it should have a positive social impact by acting as a facilitator between organisations and stakeholders, fostering dialogue, driving organisational change, and addressing social issues.
The study argues that public relations must adopt a more holistic, stakeholder-centric approach - facilitating two-way dialogue, building understanding, and co-creating solutions that benefit business and society.
It's an idealistic perspective of public relations that responds to both management and leadership opportunities, but also critical sociological and societal perspectives.
Key recommendations include breaking down silos, enhancing measurement and evaluation tied to objectives, applying consistent ethical frameworks, and reorienting public relations as an advisor facilitating multi-stakeholder interests rather than just serving organisations.
1) Contribution to management
Historically public relations practice has focused more on tactical execution versus strategic decision-making. However, participants emphasised that public relations practitioners need to influence management to help ensure business activities align with organisational values and social purpose.
2) Alignment of activities and values
A key opportunity participants identified is helping close the gap between what organisations say and what they do. The insight of public relations into stakeholder perceptions can aid leaders in diagnosing when misalignments emerge between activities and values. Practitioners can advise on communications and business solutions to realign words and deeds.
3) Measuring impact in terms of social outcomes
Too often, public relations activity has focused on outputs like impressions and awareness. Participants argued for prioritising real social outcomes like behavioural changes, attitudes, and policies. This requires identifying key social performance indicators and monitoring progress toward those versus vanity metrics.
4) Focusing on listening versus broadcast
Messaging without meaningful listening risks missing the mark. Participants advocated for more two-way engagement centred on understanding stakeholder needs and co-creating solutions. This involves extracting insights from stakeholders and involving them directly in ideation and decision-making processes.
5) Developing stronger ethics, critical thinking, and analytical skills
Participants highlighted the need for enhanced training in ethics, critical analysis, and reasoning to guide socially responsible practice. This helps practitioners better anticipate and address issues around manipulation, propaganda, and unintended consequences.
According to the study, the future of public relations practice lies in its ability to balance organisational interests with societal responsibilities and deliver positive social impact. It should focus on transparency, stakeholder orientation, accountability, and long-term societal contributions. This requires a clearer definition, purpose, and measurement of the social value of public relations activity.
