Council of Public Relations Firms Introduces Refreshed Identity

The Council of Public Relations Firms has launched a new brand identity as it expands its external focus to include a broader audience of marketers and corporate leaders.

“We are refining the story of our industry to reinforce its value to our clients – and professionals - for today and tomorrow,” said Kathy Cripps, president, Council of Public Relations Firms. “As the US trade association for public relations firms, which includes global integrated as well as specialty agencies, we hope to assert our central role in the world of marketing and communications, expand our presence and resources, and enhance our role as advocate.”

The Council’s new identity signals change through a shorter name – the PR Council - and a logo design that depicts PR elevated and supported by the Council. A simple underscore conveys dynamic speech to reference the Council’s position as the voice of the industry and the relationship-driven approach that distinguishes the practice of public relations.

“The work our members do for clients is moving well beyond what was formerly considered ‘traditional’ PR, but the core of their work still fundamentally comes from the ‘relationships with the publics’ perspective. In fact, in a recent member survey, 100% of respondents believe their work is ‘guided by the principles of public relations.’”

More than ever, companies are understanding the increasing power of earned influence and earned media, while two-way conversations between brands and consumers are becoming a marketplace norm. Organizations of all kinds are finding their most powerful marketing communications as well as reputation management platforms are built from the core of PR.

“It’s time to reassert the strength of PR to Council members and to our clients,” said Dave Senay, 2014 PR Council Chairman, President and CEO, FleishmanHillard. “The market is coming to us. The power to engage stakeholders has never been greater, and no discipline is hardwired like PR to cultivate multidimensional relationships that deliver results.”

The PR Council’s new emphasis on marketers and CMOs stems in part from research conducted in partnership with Infinia Group, the branding company retained to assist with this initiative. Interviews with chief communications officers, chief marketing officers and chief procurement officers provided informed perspectives, enabling the Council to create its new positioning.

The repositioning is further reinforced by data compiled by the PR Council over the past few years. In 2013, Council members on average generated 40% of total revenue from marketing communications vs. 21% from B2B and 16% from corporate communications. Earlier this year, the Council asked members to rank in order of importance various client contacts (by title); CMO was #1 and Chief Communications Officer was #2.

Additional outcomes from the PR Council’s repositioning include:

PR Council Manifesto: The primary deliverable from this work is a new industry “manifesto” that distills the PR industry’s distinctive strengths.

Web Site Resources: Over the next few months, the Council website will add new online resources for its members to use in conversations with current and potential employees, clients and prospects. In addition to the manifesto and Q&As, this section of the site will feature new “proof points” – member cases and data that support our new positioning.

“Our mandate won’t change,” said Cripps. “This initiative enables greater focus on communicating that PR firms have expanded capabilities, not only in the area of earned media, or traditional media relations, but also in paid, shared and owned content, and that they are strong in areas such as influencer relations, creative execution and in measurement/analytics. To this end, we will also help our members learn skills they need to succeed in the future.”

The PR Council is comprised of America’s leading public relations firms, including the premier global, mid-size, regional and specialty firms across every discipline and practice area. The PR Council’s mission is to advocate for and advance the business of public relations firms by building the market and the value of firms as strategic business partners. For more information about the PR Council, visit www.prfirms.org