In a manual written for his students in 2005, Emanuele Invernizzi (Professor of Corporate Communication at IULM University in Milan and co-organiser of the 2008 Euprera Conference to take place in Milan) distinguished between the concepts of ‘core’ and ‘extended’ public relations competencies. He regards ‘core’ competencies as media relations, public affairs, organisation of corporate events and ceremonials while ‘extended’ competencies, in addition to the above, includes planned support to other functions (e.g. human resources, finance, marketing, and procurement).
These concepts have briefly been referred to in several posts on this blog, most recently by Toni in my post The Institutionalisation of the PR ‘Educationist’ Role. Since these are important concepts in the institutionalization process, I have asked Prof Invernizzi to further explain the differentiation. His comment follows, originally posted here.
Quote < With these, I tried (mainly for students but not only for them) to describe the boundaries of the professional field given the very rapidly changing, expanding and growing importance of public relations contents within organizations as well as the different points of view of scholars from various fields (namely management, micro economics, sociology and public relations), practitioners, professional associations, and managers/CEOs of non profit and for profit organizations.
‘Core’ pr refers to a concept of public relations focused on its specific professional activities, mostly related to its historical roots and development. This is the concept and the definition that scholars in the micro-economics and management field as well as the managers/CEOs usually use both at a conceptual and at a practical level. Core pr includes institutional (or if you wish external) communication, media relations, events, public affairs, CSR, crisis and environmental communication as well as all the reflective and measurement activities.
‘Extended’ pr refers to an enlarged conceptualization including, besides the core activities, all relational and communicational activities traditionally carried out in organizations by directions/functions different from the communication/pr one. This is the concept and the definition of public relations that scholars in the pr and sociological field, as well as the practitioners and their associations, use both at a conceptual and at a practical level. Extended pr includes marketing, financial and internal communication > unquote.
The value of these global conversations, in my opinion, is to compare concepts and approaches across geographic boundaries, find out where we differ or are similar, how we could move closer, who has a better label or another concept for what one is trying to describe in an effort to better understand what PR is all about. Any comments on these core and extended competencies of PR? Do you know of similar/different conceptualisations in your country?