For an industry that specialises in creating positive profiles for its clients, PR seems to suffer from some image problems of its own. With the popularity of sitcoms such as Absolutely Fabulous and Absolute Power, public relations practitioners come across as fashion-obsessed booze hags or amoral spin kings whose ultimate goal is column space, air time and an inflated pay packet.
 

While this may be true for a tiny fraction of the industry, for the most part, PR professionals are extremely hard-working, dedicated and down-to-earth. Think on this for a moment: PR people deal with high-flying business people, skilled media personnel and talented creatives on a daily basis.

If they were really so vapid, would these people really tolerate them; let alone work towards a mutually beneficial outcome? Over the past year, there has been talk of changing the job title to ‘communications specialist’ so perhaps when this comes into play, industry professionals will be able to shake off the constraints of the PR ‘darrrrrrling’ myth and concentrate on what they know best: communicating!