Public relations has changed and grown up since the days of P.T. Barnum. While the concept of public relations is still sometimes associated with the former huckster, the profession has moved away from provocative propaganda and embraced more legitimate publicity practices.

Barnum practically invented the idea of advance public relations and is credited with coining such phrases as, “Let’s get the show on the road” and “Rain or shine.” But today’s public relations professionals typically focus more on long-term planning and strategizing.

The Lansing area boasts a large population of PR professionals who work for nonprofit organizations, state government, and private business or for one of the many trade associations in the area.

The Public Relations Society of America (PRSA) is the world's largest organization for public relations professionals. Its nearly 20,000 members are organized into 112 chapters, including the Central Michigan Chapter, which has approximately 100 members.

PRSA’s goal is to advance the profession of public relations through education and accreditation. The group believes public relations plays an important role in the development of any business or nonprofit organization.

“There are a lot of different levels of public relations. It can be a very specific thing like getting a ballot proposal passed or more broad based … relationship building. It’s really about building alliances with individuals or groups that can help your business,” said Cathy Burke, president-elect of CMPRSA.

Burke, who is director of marketing/communications for American Physicians Capital in East Lansing, said good PR is earned and not bought, something to which businesses need to pay special attention.

“Most businesses have many constituents, from suppliers to customers, the media and employees. PR is different from marketing in that you don’t pay for it. The value is built through the relationships and the amount of goodwill you can build,” Burke said.

And when things go bad for a business or organization, those relationships can help it minimize image damage and regain public trust.

“Everyone needs good PR. It opens up additional channels of communication and can be critical to growing a business. Yet, it’s an approach that is not often maximized,” stated Andrew Corner, president of CMPRSA and president of The Rossman Group in Lansing.

The genesis of the public relations profession has included an emphasis on ethics, which is what “separates our profession from the times of P.T. Barnum,” and other early PR pioneers, Corner says. The code of ethics sets forth the principles and standards that guide the decisions and actions of practitioners.

“Ethics is what PRSA is all about. We all subscribe to a set of ethical principles that ensure everyone in the business is playing by the same rules,” Corner added.

A high level of public trust is crucial to the success of any organization and can only be built through actions, Corner said. “Always tell the truth. We encourage everyone to be truthful in their dealings with the public. In the end it always pays to be honest.”

New technology provides public relations specialists the ability to deliver messages in a more direct manner than ever before, he state. Today’s rapid delivery messaging capabilities has changed the way the communication business works.

“Messages can be highly targeted these days. Blogging, podcasting and e-mail now allow you to reach finely targeted publics. These new elements are part of a massive restructuring of how people receive information. Traditional sources such as newspaper and radio are struggling because there is so much unfiltered information coming in, and that impacts the way people receive their news,” Corner said.

Despite those technology gains, Corner noted that the basic practice of public relations does not change, only the tools you can use to accomplish your plans.

CMPRSA meets for monthly luncheon programs, typically at the Kellogg Center in East Lansing, which are used to highlight trends in PR that can aid members in their professional development. Non-CMPRSA members can attend the monthly programs.

“Our monthly programs are a great place to network and find a new client or even your next job,” Corner said.

The group’s annual PACE Awards (Plan, Act, Communicate and Evaluate) signify excellence in public relations planning by CMPRSA members. Awards range from best crisis communications to press kits and integrated marketing.

Annual PRSA dues are $225 with another $35 in local chapter fees. APR accreditation (see sidebar) is an additional cost.

CMPRSA also is active with the Public Relations Student Society of America chapter at Michigan State University, which gives the students a chance to explore career options within the PR field.

“PR is really about using communications to foster and maintain relationships with key audiences that can alter a business’ ability to survive and thrive. The future is very bright for young professionals coming into the field,” Corner added.