The Public Relations and Communications Association (PRCA) Council has launched a consultation for a draft definition of the social impact of public relations and communications.
The new definition is the work of PR and Communications Council members and was presented to the PRCA’s National Conference in London on 21st September, by Simon Francis CMPRCA, Founder Member of social enterprise Campaign Collective.
The definition reads:
PR and communications has a huge impact on society. It is the responsibility of all practitioners to understand the social impact of PR and be aware of the actions they are taking – in line with the Helsinki Declaration on the ethics of PR and PRCA Code of Conduct.
The PR and communications industry has a social impact in six ways:
1. Through the impact of our campaigns on target audiences
2. Meeting one of more of the UN Sustainable Development Goals, depending on the campaign being developed and implemented
3. Promotion of genuine corporate social responsibility programmes / communications (and an active refusal to engage in greenwashing or astroturfing style campaigns)
4. Encouraging philanthropy and giving
5. “Buying social” and using social enterprises in the supply chain
6. Encouraging workforce diversity through positive employment practices
Practitioners wanting to comment on the definition can do so by clicking the following link:
Simon Francis CMPRCA, Founder Member, Campaign Collective, commented:
“From PR apprenticeships to working with Social Enterprise UK to buy social in the supply chain, PR and communications can have a huge positive impact on society over and above the impact of the work of communicators. It is the responsibility of all practitioners to understand the social impact of PR and be aware of the actions they are taking – in line with the Helsinki Declaration on the ethics of PR.
“At Campaign Collective, we measure social impact in two ways – the positive impact of our marketing work on society and what we can achieve through investment in our social purpose fund, which has resulted in activity like the launch of The Rooftop, a new home for news worth shouting about.”
Jon Chandler CMPRCA, Chairman of the PR and Communications Council and CEO of Quiller Consultants, said:
“Every sector should understand and measure its social impact – and we are no different. What that means in PR is not widely discussed nor is there a common view. This initiative seeks to clarify the impact we have as organisations – and the impact we have through the work we deliver.
“If you complete the survey, you will find out how often you are contributing to the UN Sustainable Development Goals, consciously or otherwise.
“I look forward to rolling out the plan to measure the social impact of the PR and communications industry over the coming months.”