To keep our vocabulary fresh and to better understand the roots of words, we (LT Public Relations) receive Merriam-Webster’s Word of the Day.
Today’s (9/22) word is FLACK–a verb meaning to provide publicity; engage in press-agentry.
Although this word is rarely used in the public relations profession, its definition got us thinking about how the word flack or publicity is most of the times synonymous with PR.
What irks the majority of us public relations professionals is that our profession is usually synonymous with being a publicist (entertainment PR)–moreover, the goal is to “get publicity” and generate buzz about the entertainer, movie, etc.
At LT Public Relations, the PR goal is to communicate the news of our professional and financial services clients and showcase how their respective products, services, and professionals can BENEFIT their target audience.
Unlike publicity, this form of PR is raising awareness. The difference, really, is who benefits. Let’s look at the general differences.
Publicity or flack - generating buzz so to attract more attention for the good of the entertainer or entertainment medium (e.g. new cd).
Public relations - Communicating an organization’s news (i.e. news during positive and negative times) to inform and highlight how the product/service benefits the target audience. It also means managing the perception of the organization with the public.
There is obviously an underlining reason that both usually use publicity and PR–to increase business (or stave off negative perceptions). But the big difference, again, is who benefits from the news.
So, publicity and public relations are really two different beasts. Disagree? Please drop us a line (comment here or pr@ltpublicrelations.com).
September 22nd, 2008 at 8:17 am
Like another very popular F word, flack isn’t only a verb — it can also be a noun. I use flack as a derogatory term for a PR person who is willing to represent any company, no matter how despicable. You can see it used in that context on my homepage http://www.koifishcommunications.com
December 16th, 2008 at 9:52 am
[...] It’s frustrating, but it’s the cards we’ve been dealt in a profession that hasn’t clearly been defined. However, today’s blog isn’t about defining public relations–there have been many blog postings from us regarding what public relations is–including this one . . . Publicity or Public Relations. [...]