Nora Jacobs, APR Remarks to PRSA Cleveland – Hill/Lighthouse Luncheon

I was asked today to talk about the “Power of Public Relations” – a broad topic to tackle in just three minutes, but I’ll try to give it a shot!

Actually, I do have a few thoughts about that subject – especially as it relates to the new generation of professionals who are embarking on their careers in our business, and the reason why I’m standing here today.

These are powerful times for our profession. The potential power of public relations has perhaps never been greater and certainly, the need for effective public relations has never been more urgent. Those who can help our leaders communicate more effectively and clearly, who can help them determine the way to do that, will truly be in a position of power.

That’s not to say we can take that role for granted. There is a lot we will need to learn and a lot we will need to adapt to in order to earn that seat at the table.

Almost every day, we are learning about a new way to communicate – in fact, the blogs, the YouTubes and Tweets are coming at us so fast, it’s hard to keep track of what’s in vogue and what’s passé.

As I’ve worked with young people, I’ve perhaps never had a greater appreciation for the contribution they are poised to make to our profession. These new ways to communicate are second nature to them. They’re the natives, and people in my generation – the seniors in our profession – are the immigrants. We can learn a lot from them.

As traditional media crumble around us, we are only beginning to realize how powerful these new ways to communicate will be, and what a boon they will be to our public relations skill set as society begins to rebuild this devastated economy.

Indeed, if anyone doubts the power of public relations, I would counsel them to wait about 24 months. Because it’s going to be during the next two years, I believe, that public relations is going to play its most important role ever.

We’ll be helping banks rebuild faith in our financial institutions.

We’ll be helping employers of all types rebuild trust with current employees and prospective recruits.

As soon as consumers have money to buy cars and vacuum cleaners and plane tickets, we’ll be helping companies figure out how to sell products and services to a newly complex and fragmented marketplace.

As our corporations rebuild, we’ll be helping craft strategies to restore reputations, attract investors and revive tarnished brands.

As our non-profits regain their footing, we’ll be helping to re•engage donors, recruit volunteers and market services.
And, of course, since the one thing that hasn’t changed in all this is human nature, we’ll still be helping organizations of all types deal with crises, accidents, problems and disasters – but certainly using new tools and strategies in the process.
In my mind, our profession may never have another opportunity to showcase its value and power as it will in the months and few years ahead. It will be an exciting time to be part of that process, and if I’ve been able to provide advice and counsel to the people who will help lead us in that effort, I am very grateful.

Thank you again.