The reputation of Public Relations

Abstract

In popular culture — films, television, and novels — Western PR people tend to be portrayed in two contrasting ways: as young, frivolous, and almost always female — and working in marketing Public Relations (MPR); and as more senior, serious, and sinister — spin doctors (usually male) playing for big stakes in the world of politics or big corporations. The former stereotype is better known and is associated with international television hits such as Sex and the City (whose PR “star,” Samantha Jones, now features in a film of the same name) and Absolutely Fabulous as well as films such as Sliding Doors and Bridget Jones’ Diary.

Public Relations (PR) often says that it is the discipline that looks after reputation and that reputation matters a great deal. It seems only fair therefore briefly to consider PR’s own reputation and its implications for the industry.