What is Wrong with the Public Relations Society of America (PRSA)

Now before I start, let me tell you all how much I appreciate and respect PRSA. If it wasn't for PRSA, and the student society, PRSSA, I have no idea where I would be. It gathers the brightest minds of public relations and communications together to share ideas, and develops a strategic goal for the future of the industry. I carry the business card size PRSA Member code of ethics in my wallet, and I pay little to no attention to those "leaders" in the industry who are not PRSA members.

Like a parent who punishes their child because they love them, or a teacher who is hard on their brightest student, this article is to serve as a wake-up call to those that can make a significant difference in the operations of PRSA. First, I am not a parent nor a teacher; but an observant outsider that has a very strong opinion and wishes the best for a great organization.

PRSA needs to "get with it." For too long have I heard more nay-sayers about the organization than advocates. Too many publications dismissing the ideas coming out of PRSA, and too little voices supporting them. If PRSA wants to serve as the advocate of the industry, and wants to be taken seriously, then do it. As someone who enjoys more action than words, I say enough is enough. PRSA itself must employ the foundational principles of communications and marketing to be successful. Why does public relations need public relations?

Encourage more buy-in from senior practitioners

Where is the incentive for senior practitioners? Of course they can serve as mentors and provide the younger members with valuable tips, but how can they themselves grow? I spoke once to a PRSA Fellow and they said that they were only going to International Conference because of the Fellows dinner and the awards ceremony...and that's it. Doesn't really give a young practitioner much to look forward to does it? Imagine the look on the face of a bright-eyed young practitioner when they hear one of their mentors say that. True that the example is one of the extreme cases, but it is a very true story. Even on the local Chapter level, some senior practitioners only attend the administrative meetings and the socials, because they have no need to attend the professional development workshops.

This is an area that PRSA is vastly improving. The reverse mentorship idea that is catching on is great, but I don't feel that it is enough to attact the valued minds of these seasoned practitioners. Like any professional sport that offers big dollars to their all-stars, PRSA must find other ways to keep and retain its all-star practitioners, and to keep them happy so they don't drive away the young professionals.

Be more aggressive in advocating issues

PRSA represents a small percentage of the whole public relations and communications industry. I remember one high-profile PRSA member questioned then, should PRSA be the advocate of the entire industry? They conlcuded then, like I do now- yes. But there is more to advocating public relations then writing papers and letters to those who speak poorly about our industry. I love the fact there are these minds ready to take action, though no real action has been seen. If I'm wrong, please let me know.

If PRSA values enhancing the profession, serious steps must be taken to ensure that goal. I'm not saying to discredit anyone speaking out against PRSA or public relations, but there needs to be more healthy debate going on in fresh air. Why be quiet about it? Conflict makes news and creates awareness, we're communicators, we know that.

Politics, politics, politics

With every large organization there is going to be politics, that's nothing new. But in an organization that is made up of professional communicators? I find that interesting. Perhaps with less politics, some of these problems could have been solved. I don't know, just my humble and naive opinion.

A new wave calls for new minds

For the past couple of years both PRSA and PRSSA have been focusing on the way communications as we know it is changing rapidly. And both organizations have responded (note: responded) favorably. PRSSA released its PRSSA Blog (which everyone should read), PRSA has podcasts, blogs and twitter feeds, and Chapters around the nation have adopted their own method of using new and social media. But, more needs to be done.

Now take this for what it's worth (coming from a young practitioner), but I think the organization needs younger and fresher minds. There are new ways to do things, and in my humble opinion, the changing of the guard should have been yesterday. How can PRSA speak for an industry when it lags behind the trends? A leader doesn't respond to trends, a leader influences trends, tells people what to think about and how the trend will look like down the road. An advocate is not only a patron but a visionary.

So once again it brings up the reverse mentorship. Listening to the leading young professionals in our industry. For example, the David Mullens, Adam Denisons, Devin Knightons and others that are providing new ideas for practitioners to think about. Do not get it twisted, the knowledge and advice the seasoned practitioners can give the younger ones is priceless and should not be overlooked, but it doesn't mean the new knowledge and advice should be ignored either. Something to think about.

Let's debate!

As I said before, I am one of the biggest advocates for PRSA, and refuse to believe that practitioners who are serious about what they do and care about the future of their industry would not join it. I agree that as cool as PRSA is, like all activities, there is room for improvement.

Some of the ideas in this article may be unpopular, but I'm okay with that. I'm tired of taking a back seat and watch as nothing gets done. If you disagree with me, tell me and I would love to have an energy-filled discussion. I'm fine with any reprimand any PRSA member may give me.

Someone had to say it.