Skepticism Creeps In

Through Lee and Bernays, the foundation of PR was built decades ago. And as the years went by, criticism and skepticism mounted. By the time we entered the industry about 20 years ago, uncertainty was already swirling about the PR industry and PR professionals as strategic partners involved in true management functions. Smart consumers also became increasingly skeptical over the years. PR was—and still is—viewed as a necessary evil and is undoubtedly the least understood and sometimes least appreciated marketing discipline. In our early experiences, PR was viewed as a function that took place outside the boardroom; many executive management teams even referred to PR professionals as “flacks” and “spin doctors.” Unfortunately, this attitude still exists today.