More Than Just a Seat at the Table. By Taazima Kala-Essack.

Public Relations (PR) has the transformative potential to shape history and shape the future. From monumental social movements to global environmental initiatives, PR has played a pivotal role in driving change and creating a better world. However, the true impact and value of PR often go unnoticed or undervalued. It is time to recognise and unleash the power of PR as a driving force for societal progress.

 

Before delving into the true potential of PR, let’s take a moment to reflect on some significant historical milestones where PR played a crucial role…. The Rosa Parks Montgomery Bus Boycott, the First Earth Day, AIDS activism, the Paris Agreement on climate change, and even the recent COVID-19 pandemic response. These are all examples of PR at work, shaping narratives, mobilising public support, and driving meaningful change.

 

Yet, despite these remarkable achievements, PR often finds itself relegated to the side-lines, perceived as a support function rather than a strategic imperative. Stereotypes of ill-informed publicity machines or limited media management persist, obscuring the immense value PR can bring to organisations and society as a whole.

 

In reality, PR goes beyond mere communications. It builds and nurtures relationships, safeguards and enhances reputations, and influences decision-making processes. What could be more valuable to an organisation than a strong reputation and positive relationships? A solid reputation attracts and retains top talent, instils consumer confidence, and opens doors for collaborations and partnerships. Ultimately, it drives sustainable positive impact and delivers tangible returns, both financial and non-financial.

 

However, despite its critical role, PR often finds itself relegated to the “kiddie table” in many organisations, far removed from the influential decision-makers. In Southern Africa, this phenomenon is particularly pronounced. Yet, imagine the possibilities if those entrusted with managing relationships and reputations were also given the power to shape socio-economic issues. Imagine the impact of PR professionals contributing to public education on health crises, combating misinformation, and effectively communicating change in turbulent times. As Ayẹni Adékúnlé Samuel highlights in the Africa Public Relations and Communications Report 2023, “Africa’s growth potential rests on leadership commitment to truth, fairness, and justice.” This is a commitment inherent to the essence of PR.

 

PR is rooted in truth, trust, and ethics, aligning with the core values of nations, organisations, and communities. Instead of forcing PR professionals to continuously prove their worth, it is time for leaders and organisations to recognise the boundless impact that can be achieved by inviting PR to the top table—and dare we say, to lead it. After all, even precedent makes a case for this.

 

Unleashing the power of PR, however, requires a collective shift in mindset, where organisations recognise the strategic value of PR and provide it with the platform it deserves. By embracing PR at the leadership table, organisations can tap into the strategic thinking, communication expertise, and stakeholder insights PR professionals bring to navigate complex challenges, anticipate reputational risks, and drive informed decision-making processes.

 

PR truly has the power to change the world, but we must let it.  It’s time to recognise PR as a catalyst for progress, not just an afterthought. 

 

By leading the table, rather than simply having a seat, PR can unleash its full potential and contribute to a better, more informed, and more connected world. Let us embrace the transformative power of PR and pave the way for a future where its influence is celebrated and valued.

 

 

• Taazima Kala

Taazima Kala is the General Manager and Lead Consultant at Hotwire PRC