Just Common Sense?

They are debating on one of the PR Forums whether PR isn’t ‘just common sense’. The implication being that it’s not a proper profession, anybody can do it. I beg to differ. A public relations professional has a proper understanding of his/her client’s business, their stakeholder audiences and markets; an appropriate qualification, relevant practical experience, plus the speed, originality and authority to create and drive policy, in possibly difficult circumstances. I don’t call that common sense – any more than any other professional; lawyer orĀ  engineer, would term their skill and expertise ‘common sense’. If PR’s are offering PR advice based on ‘common sense’, ‘gut feel’ or a Ouija board, than I urge them to stop, before they leave themselves and this industry open to ridicule.
I’d be interested to know what you think.


About JS

John Stonborough FCIPR specialises in media relations, providing an authoritative and discreet advocacy to corporate and private clients world-wide. He specialises in handling the hostile media and media regulation. He is known for observing "An interview is no time for an original thought." He is the great-nephew of the philosopher Ludwig Wittgenstein. His working career began as a London policeman and then as a reporter for the Daily Mail, BBC Radio 4, Thames Television and Channel 4 TV. From 2001 to 2004 he was The Media Advisor to the House of Commons Commission. He is a Fellow of the Chartered Institute of Public Relations. He is married and lives in London, England. www.stonborough.com
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