PR princesses: It’s time to ditch the crowns (and the stereotypes)
After reading a Daily Telegraph article about 'The powerful Sydney PR princesses', Frances Dwyer realised her industry might still have something of a stereotype attached to it.
Walking out of Mumbrella360 last month, I was holding my head high. After years of attending the conference, there was a strong sense that the role of PR in the marketing communications mix was strong, strategic and growing.
No longer a tactical afterthought linked purely to media relations, PR was embedded in discussions about award-winning campaigns that achieved real business results for brands.
Fast forward a couple of weeks and my buoyant optimism was promptly crushed by a Sunday Telegraph article entitled, “The powerful Sydney PR princesses reveal how tough the industry can be”.
Wow, was this article riddled with #fakenews.
Let’s break down the top three ‘insights’ revealed in this patriarchy-fuelling, narcissistic article and contrast it with the #IRL alternatives of working in the communications industry:
1. Stereotype: PR is a singular bloodline of blonde PR princesses fighting over the ‘crown’ of PR Queen.
Reality: There is no monarchy and no single ‘ruler’ of PR.
Ok, so a few of us are blonde and we are predominantly women. But our industry is also a melting pot of intelligent, diverse and strategic minds.
Overwhelmingly, we exist in an ecosystem of democratic collaboration to lead creative communications programs. Different PR agencies and professionals offer different skills and expertise.
We build relationships, create brand awareness, shift perceptions and nudge desired behaviours.
The great work is steeped in strategy and insight, not in-fighting and one-upmanship.
2. Stereotype: A PR princess’s #OOTD and choice of office décor are the most accurate indicators of her, and her agency’s, professional values and abilities.
Reality: The presence or absence of a green velvet lounge in the reception area is statistically insignificant in the performance of PR agencies.
Don’t get me wrong, first impressions count. Identifying brand purpose and values; then establishing a brand identity and core strategic narrative to bring it to life through visual, written and physical communication is incredibly important for both agencies and client organisations.
However, the emphasis this article placed on the role of heels, mini-skirts, branded shirts, and last-minute model step-ins in a PR professional’s ability to ‘get the job done’ is frankly, bollocks.
A strong business strategy, underpinned by efficient operations, a productive team and high-quality work is far more significant in achieving strong client results alongside agency profitability and longevity in the industry.
3. Stereotype: Publicity is the name of the game and a PR princess’s insta following and ability to self-promote are directly linked to her ability to promote her clients.
Reality: Publicity is just a small, tactical piece of the PR puzzle and outcomes that drive real business and brand results aren’t borne out of noise for noise’s sake.
Securing social media shares and column centimetres (that’s the size of a media article for younger players) is only a small part of what PR professionals do. PR is a strategic function that connects brands and organisations with the people who matter most.
The explosion and contraction of media over the last decade has dramatically shifted focus away from the shrinking pool of journalists and publications.
We have expanded into social and digital, side-stepped to the growing arena of bloggers and influencers, created multi-channel stakeholder and direct communications programs, managed issues and crises in a 24-hour user-generated news cycle, and affirmed our position as storytellers and content marketers.
I think the worst aspect of the article was its simplistic and sexist representation of what is a professional, skilled industry.
In between the cringeworthy soundbites and filtered social media images, were some really accurate and genuine messages about our industry, from entrepreneurial women running independent agencies.
It’s bloody sad that our ability to dispel myths, repair reputations, shift perceptions and reposition brands for our clients does not seem to extend to our own industry.
This is why I have honestly thought about dumping ‘PR’; just throw out the term altogether.
But then I realised, we don’t need to ditch the term ‘PR’, we just need to ditch the crowns (and the stereotypes) and focus on continuing to do great work, steeped in strategy and insight, to connect with the right people, in the right moment, with the right message.
Frances Dwyer is general manager at The Impact Agency.
Thankfully, that infuriating outdated article says much about the publication and old-school ‘Ab Fab’ set featured (that are better at driving personal fame over their client’s best interests) than it does the overall state of modern comms leaders and agencies in this market.
They’ll continue to attract the work and clients they deserve with their social diary filled creds, while the rest of the modern PR industry gets on with driving innovative and creative work for global brands with major commercial impact that is recognised here and overseas, not just Sydney’s Eastern Suburbs.
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This article reinforces all the stereotypes with absurd over-claim.
Or is a sub-set if the overall marketing communications discipline which is a subset of business and brand strategy. Good pr / great pr knows how to play to it’s role in the larger mix.
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Sure.
Put the girls in orange safety vests, hard hats and steel-capped boots, and watch the products, aimed at females under 16, fly out the door.
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Excellent piece Francis. Spot-on, as we say. PR is so much more than a certain blonde with a certain profile! How about the very serious work that is done behind the scenes, particularly in situations like we are seeing at work in Thailand right now. There is much nuance in the social and political contexts in which we work. Strong, strategic PR thinking can and does boost a bottom line and save an organisation millions of dollars. It is our job to see beyond the here and the now, to see big picture.
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Sadly there’s still too many “put on a successful party and call myself a PR” and “send off samples to a magazine and call myself a PR” types out there sullying the good work of the other big picture agencies.
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As an Asian male who’s occasionally interested in joining the Public Relations profession, I must say that it’s not a surprise to see these sorts of stereotype described in this article. As I looked through a few PR Agencies’ websites in Sydney and Melbourne, especially the staff introduction page, all I saw is the photos of white, female leaders and accounts executives. I’m not sure if it was because men (and ethic men) are not welcomed here, or because they just don’t want to enter this field. One thing I know for sure is that I feel intimidated and discouraged to apply into these agencies, because I somehow know the outcome of the hiring and don’t really want to waste my time. It’s still hard to figure out why public relations is so female-dominated, and I think this needs to change by embracing diversity and not focusing too much on justifying the profession.
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*PR (not Or)
*of (not if)
Interesting that you feel the need to put PR (and its professionals) ‘back in its box’.
Here I was thinking that territory war between marketing communications disciplines had come and gone, and we’d all gone back to realising that there is more than enough work for all of us, and that when we work collaboratively, we can achieve great things.
Every single activity I referenced in the article is work that our agency does each and every day. For our agency, and the partners and clients we work with, PR is not a verb or a channel; it is a strategic function.
A shift in thinking could offer so much more for agencies and clients who view PR as no more than a media relations machine.
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You make a valid point, PR Aspirer; we are a female-dominated sector. Historically, our workforce has also had white male leaders and little cultural diversity. This is something that the entire marketing communications industry has been working to improve.
Much more needs to be done to support the existing workforce, as well as attracting and retaining a more diverse range of professionals to our industry; in terms of race, gender, ethnicity, age, religion, sexuality, individuals with disabilities, as well as different academic and professional backgrounds.
I don’t agree, however, that having a predominantly-female workforce should be immediately synonymous with the concept that we are all narcissistic, shallow socialites.
I would really encourage you to approach the PRIA or Public Relations Council, or the Fair Work Ombudsman, if you feel that you are experiencing discrimination when applying for jobs in the industry. I wish you all the best in your job search, whether you choose PR/Comms, or not.
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Thanks Jane – and well said! It is absolutely our job to see the bigger picture, and beyond the horizon.
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There are, but their business models are not sustainable.
As margins squeeze and their bankrolling dries up, they’ll fall by the wayside.
In the mean time, the vast majority of our industry is doing incredible work and continuing to evolve our services, offerings and skills to achieve so much more than ‘noise’.
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You’re right, this aspect of our industry is the minority. Let’s keep raising the bar to ensure the broader marketing communications industry, and big business, know this, too.
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You’re right, Jo. For the most part, I’m confident they are the (noisy) minority, or don’t really work in PR at all. The rest of us will keep working on raising the bar (and perception) of the PR profession!
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As an Asian male who works at one of those agencies as you described, most of what you said resonates a lot with me. Don’t give up if you’re really passionate about this profession. I know more than a couple of PR practitioners from varied backgrounds are thriving in this industry at least in Melbourne. So please keep trying! It may be more hopeful than you think.
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The problem is many PR professionals live on the idea of being a publicist and don’t understand their role in generating positive brand and reputation outcomes for the business. I love point three but it’s not what many PR professionals see as their core role in the business (unfortunately).
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I hate to say it, but there is not a shred of emprical evidence to this arguement.
No facts checked, studies done, opinions canvassed. Nothing concrete.
And there’s a mug shot at the end which unfortunately perpetuates all the stereotypes.
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Very interesting comment mate. If you are already assuming that as a male you are not going to be welcome in the industry you should consider if this is the right career path for you. You don’t want to come in with a chip on your shoulder straight off the mark. I do somewhat understand your hesitation in applying because of the female dominance in the industry, but that is really old thinking. It shouldn’t matter what bits they have, it should come down to the type of professional they are, that they don’t act like an absolute goose and treat people fairly.
As a male in the industry I have worked with men and women who have been brilliant and those who were arse hats. This is not limited to gender, it also applies to people from different backgrounds and experiences. Jerks will be jerks no matter age, gender or background.
Frances is spot on with her comment about the work that the industry has been doing to improve the gender balance and there is still quite a bit to go.
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The Daily Telegraph story, in context (and to its readers) is exactly what you’d expect from the publishers, and for good reason – it’s tailored to appeal to its readers who aren’t industry, and aren’t interested in the nuance. So it’s simplistic, sensational, and overall, fluffy.
As you mention, they’ve quoted some very hard working women, not trust fund babies, nor are they all based in the Eastern Suburbs, sending samples by mail and having long lunches. To those lurking in the comments – a quick check of their websites (and social media) would clarify that for you.
I agree it’s disappointing to see our industry marked as “PR Princesses” but it’s the Telegraph – what do you expect! I think the points they’ve raised in their quotes are quite accurate, whilst I object to them setting up a dichotomy of new guard as image/sofa/social media fuelled vs the old “who just roll their sleeves up and do “real” PR which is clearly utter bullshit. Both the “old school” utilise their social media for creating their brand image and for self promotion, as all business owners in this day and age should.
The fact is, the industry blends both new and more traditional PR techniques and must continue to innovate to evolve. This means utilising social media to promote PR agencies, as well as a tool of PR. It means having an office that is “on brand” for your meetings (which has been happening for decades, since I started my career all that’s changed is the decor, now far less corporate and depressing).
None of this is news. And not worthy of continued comment.
At the end of the day, if there is no substance behind the image, they won’t survive. Just get on with it, as are the PR “princesses”… just remember, while you’re judging, we’re picking up your clients.
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