The role of PR is being misunderstood: Do employers really understand the role of PR ?

 Understanding the different roles of PRP’s by management is of out most important especially in social media.

In most cases pressure for most PR practitioners comes from the management’s misunderstanding of the role of Public Relations in a company. PR is a profession that is grossly misunderstood across board and is perhaps one of the professions with the most definitions. I think people often tend to define the role of PR by its most visible techniques and tactics but they fail to understand that PR is a process that involves research, analysis and feedback from the public. Looking at PR operations, PR operates on two levels: giving advice to employers or clients and strategically communicating to the public.


Most of the time employers believe that PR practitioners supposed to represent their company in a positive light at all times but is this true definition of Public Relations as a profession?.
If that’s the case then it means that lies, propaganda and manipulation become inevitable because no matter how good a company is , problems do occur sometimes and it is the duty of the PR professional to handle the crisis in a way that balance their loyalty to the employer and the public. inside PR.

According to my understanding it is not easy to say to your boss: I’m right. You’re wrong. Bosses do not understand PR better than the PR professionals, they understand profit margins and company image and that does not make them unethical but it’s just means they think differently.

That takes me back to my question, do employees really understands the role of PR?. let's get it rolling, what's your opinion on this matter.