Transformation in the Public Relations industry

The public relations and communication management industry is no exception in this regard. For instance, the Institute of Public Relations and Communication Management (PRISA), the professional body for public relations in the country, has been seized with the transformation challenge for many years. The process has been intensified over the past five years and the efforts are beginning to show positive outcomes. The PRISA annual conference and AGM last May in East London is a case in point.

Watching proceedings at the conference, one could not help being struck by the fact that both the president and first vice-president of PRISA are women from the "designated groups" - Kate Bapela and Merle O'Brien, respectively. This is even more remarkable when one realises that the nearly 50 years old PRISA only had its first president of colour in 2000. The PRISA council which represents the highest decision making body in the organisation also showed a significant number of people from the designated groups. And the conference programme spotted several black participants as presenters and chairs of sessions. Participation from the floor was for the first time dominated by people of colour.

Indeed, these observations should not be remarkable under normal circumstances, but this is South Africa and they have to be remarked upon to show how far the country and its institutions have come in the last ten years. However, there is a lot more work to be done and one is heartened to say some of this work is already being done.

In recognition of the fact that the public relations and communication management profession in South Africa is unregulated and fragmented, PRISA initiated a framework for collaboration with a mission to strengthen and position the profession as united and to give impetus to a "one profession one voice" credo. The outcome has been the formation of the Council for Public Relation and Communication Management (CPRCM). The founder members of the council representing about 7000 professionals are PRISA, the PRISA Consultancy Chapter, Government Information and Communication Service, Unitech, representing university and universities of technology practitioners; the South African Institute of Fundraisers, the International Association of Business Communicators, Southern Africa; the Investor Relations Institute of South Africa and SACOMM representing mainly university academics.

Industry unification

Among other important goals, the main purpose of the CPRCM is to unite the profession and to be the powerful voice of public relations and communication management; be the partnering authority for public relations and communication management in respect of professional certification and accreditation, and to lobby and negotiate with government at all three levels and with business in both the public and private sectors. In addition to its lobbying role, the council will also champion affirmative action and transformation and the code of ethics for professional standards for the practice of public relations and communication management.

These are significant strides on the transformation path and the public relations and communication management profession should be commended for coming this far. There has also been progress on the international front. PRISA again took the lead by becoming a founding partner of the Global Alliance for Public Relations and Communication Management (GA). The GA is made up of associations from around the globe including the United Kingdom, the United States, Italy, New Zealand, Australian and other leading countries. The GA's vision is "one profession - one voice" and its mission is to unify the profession by linking together all the national associations around the world and to become the authoritative global voice on public relations matters. PRISA currently serves as the GA's secretariat.

Stumbling blocks

Clearly, transformation is not merely a parochial South African issue. While this is true, we in South Africa have to move quite snappily on this road but there are some stumbling blocks we need to roll off the route. The low threshold for entry into the public relations profession confounds the vexed situation. Virtually anyone can enter the profession as they do not need to enrol or register with any authority to practice. Consequently, the profession can attract some "chancers" and thus lower the status and integrity of the appropriately qualified and dedicated professionals. And since such operators will fall outside the authority of bodies such as PRISA, they cannot be subjected to the ethical and disciplinary codes of these reputable organisations. It is hoped that with the growing emphasis on quality and standards by the sectoral education and training authorities (Setas) such "fly-by-nights" will be weeded out of the system.

There is also another malady that must be cured if we are to give genuine transformation a fighting chance to succeed. It has been my experience over the years that many of the people from the designated groups who have affiliated to professional organisations like PRISA, have tended to be fence-sitters who avoid active participation because "it is too much work".

Transformation Charter for PR?

Subsequently, their most important occupation is to criticise the organisation as being "too white and they cater for the interests of the white members only". This excuse, motivated primarily by laziness, is way past its sell-by date. Professional organisations are only as strong and effective as the quality of their members. These organisations cannot be representative, if black people continue to stay on the fringes and whinge. Affiliation to the professional bodies like PRISA is voluntary and one would expect that those who become members will be driven by a desire to make a contribution to their chosen professional body. Regrettably, this is not always the case.

At the PRISA conference referred to earlier, a delegate made a plea for a transformation charter for the public relations industry. The call had the support of many other delegates. This sentiment is in line with what is happening in other industries in the country. However, for the public relations industry to meet this appeal is likely to be easier said than done. While organisations like PRISA are committed to raising the levels of professionalism in public relations through education and training and other interventions, there is no statutory or regulatory requirement for companies or small consultancies to belong to any industry or professional body. Until this environment changes, any charter will remain toothless and thus unenforceable. For any charter to be effective, it must have teeth. Experience has taught us that peer sanction can work – but not always. This leaves legal sanction – and that's a subject for another day.

Another common gripe is that membership fees of professional bodies are too high. This may be so for some people who are keen to become members, however, the way to resolve this problem is to affiliate and help the other members of your chosen profession to find ways of making the fees affordable. Moaning from outside the fold will not reduce the fees but constructive involvement may go some way to finding appropriate solutions.

The new South Africa has entered its second decade and its stride on the change management route continues to strengthen and lengthen. Transformation is an important element of this onward march. The public relations industry and profession must catch up and keep pace. Being left behind is not an option. The industry and the professionals must work together to make sure that transformation happens and thrives in the public relations and communication management sector for the benefit of all stakeholders.