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PRCA Reggie Watts Prize Entry: Jake Owen Sadler, ITPR

The annual Reginald Watts Prize for Insight saw PR and communications practitioners aged 25 and under enter essays of up to 1,000 words, responding to the following brief: ‘How is today the best or worst of times for public relations and communications?’ Below is one of the shortlisted essays:

With the advancement of Internet 2.0, the rise of social media and the increasing proliferation of media channels springing up left, right and centre, it would be easy to say today is the best time for public relations and the communications industries. Yet frankly it isn’t that simple and we all know it.

A lot of what exists today in any form of media is mostly ‘noise’. I’m not talking about noise as in who shouts the loudest (although that is part of the challenge presented to us), I’m talking about the constant volley of opinions and sheer volume of information produced every single second. Very rarely do we get the joy and clarity of unique perspectives balanced with reasoning, in moderate amounts. Noise is deafening and when you can no longer hear, you don’t bother trying to. You switch off. However, amongst the noise there may be something worth listening to; something or someone that is making a real difference, propelling discussion and developing opinion.

Our challenge at this moment in time, as members of a privileged industry who have the ability to succinctly tell well-crafted stories, is to cut through the noise.

Unfortunately, our world has succumbed to leaders who want to cut out the noise altogether, except their own. Now what I said above might have been critical of modern day noise, but it wasn’t arguing for its destruction. We now have the wonderful ability, provided by technology, to speak from wherever we want in the world, at any moment we want. This is an astonishing feat in the history of mankind and not one that should be scoffed at, let alone crushed. Therefore, whilst our leaders wish to form a singular narrative shaped by nationalism or unheralded stupidity, noise can still be useful.

For me, public relations is about telling the interesting stories within our society, whether business related, politically inclined or socially responsible, that make us so special as humans. It is however, not only about telling such stories, but also averting significant crises, helping progress business sales and communicating with those who are otherwise hard to reach. It is a versatile industry that no doubt faces its fair share of challenges. Think of the poor junior social media teams who make one slip up on their account and are berated by the general public, shame. In many ways there are more negatives than one would care to consider in the industry; lies and deceit, brushing things under the carpet all in the name of protecting reputations. But it has the potential to be a fascinating force for good.

Who knows what the media industry will look like in 10 years let alone 50. All we know is that we have the chance to stop it sliding off its almost inevitable cliff edge of deception and bigotry. That’s what makes it so important being part of the public relations and communications fields, to take control of what happens next, to shape the global narrative. Whether we shape it through our clients’ accounts in the technology industry innovating the next robotic chapters, or through our in-house non-profit charities providing media outreach to help change society for the better around the world, we have that chance.

So yes, as I’ve just about managed to decipher in that cloud of contradiction above, it is the best of times for public relations - I think.

We have the ability, as communications professionals, to change the prevailing narrative of pessimism and laziness. We have the platforms to tell the truth, and to tell it well. We have the opportunity to convey the fascinating stories lying in the underbelly of every industry, the stories of talented hard working individuals, the stories of sheer innovative brilliance. But we have to be careful not to slumber back into the trap of quick and easy news. We should stop asking ‘what’s the quick fix that’s going to get me coverage?’ and start asking ‘what story am I going to tell that is really going to make a difference when I tell it?’

“Let’s grasp this opportunity,” we should proclaim as we twiddle our thumbs across our Twitter keyboards; let’s prove the people wrong. Let’s prove that human communication, human connection in fact, isn’t dying out. Let’s cut out the noise, only speaking when needed. Let’s help those stuck in confusion, portray captivating narratives, and solve crises when they arise. To paraphrase the wise words of Renton from the cult classic Trainspotting: Choose life, choose PR.