Coming from the BU COM school of thought, where public relations is considered an independent discipline yet an essential part of the IMC strategic process, we were trained to approach our chosen profession as an art, a science, and a business.
In theory, PR is historically one of the most fluid and ever-evolving communication processes. In practice, synchronizing the art/science/business elements is what makes a practitioner’s effort successful, or not. From launch campaigns that are well thought out, to crisis management plans, to creating powerful messages, communicating rebrandings, hosting press events, or simply spicing up a bland press release, all three elements play a significant role in unifying the PR process.
This probably sounds a little too text-bookish, and I’m fondly reminded about my days at BU debating with my colleagues about PR and IMC. What can I say? I am on a challenging career mission to educate as many people as possible about the realities of PR with the ultimate goal to overthrow its misconceptions that make this profession one of the most misunderstood out there!