Agency News & Updates

November 14, 2017

A Bolder Definition of PR

Anne Green

There is hot debate today about the relevance of the term “public relations.” For many, this moniker implies only “media relations.” Without a doubt, earned media outreach is core to the value we provide our clients – and also remains a process that’s more art than science.


Yet in a marketing and media ecosystem that is now nearly fully digital, PR represents so much more. Earned media. Paid media. Content marketing. Storytelling. Crisis counsel. Events and experiential. Influencer engagement.


As PR practitioners, we partner with CEOs to drive business outcomes, CMOs to support lead gen, CTOs to articulate tech strategy, CROs to mitigate risk, CHROs to attract and retain talent, and more. The list goes on.


Some agencies have responded by dropping the reference to “Public Relations” altogether. Others – like CooperKatz – have deliberately chosen to retain this language. Over time, it’s never been about changing the name of our field. It’s about recognizing the constant evolution of our approach.


It is clear that our field must be bolder and — frankly — louder in defining what we are. In resetting expectations. In correcting misperceptions. In expanding narrow perspectives on what PR is and what it can do.


  • PR today is leveraging every channel, online and off, to reach all audiences with the most meaningful messages.


  • PR is using strategic insight to achieve organizational or communications goals, and executing with maximum impact.


  • PR is seizing real news, shaping the story, and partnering with the right reporters and influencers to encourage action.


  • PR is transforming dull jargon into vivid language.


  • PR is embracing technology while connecting with the people behind it.


  • PR is collaborating across marketing disciplines in a fully integrated environment.


  • PR is breaking out of silos to let knowledge and creativity guide us to the right solution.


This week we at CooperKatz launched our new website along with a monthly e-newsletter, CK Sidebar, which will address critical issues that matter in communications. Issues like ethics in communications. Fake news. The impact of emerging technologies like AI. Best practices in true integrated communications. And sector-specific insights drawn from our work across such fast-changing fields as technology, healthcare, financial services, and more.


Whether we work with you now, or you’re just getting to know us, we want to be your partner in sharing insights to help your communications strategy – and your business as whole.


I hope you’ll subscribe and join us as we boldly engage with our changing industry.



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