Advocacy in action: Why it matters for PR practitioners
Public relations professionals spend much of their time advocating for others – helping organisations communicate clearly, build trust, and engage with the communities they serve.
But who advocates for the profession itself?
For PRINZ, advocacy means ensuring the value, expertise, and professionalism of communications practitioners are recognised and understood. It also means championing ethical practice and contributing constructively to conversations that shape the reputation of our industry.
At a time when trust in institutions is fragile and information travels faster than ever, that work has never been more important.
The reputation of our profession
Public relations plays a critical role in helping organisations build trust and communicate responsibly. Yet the profession is still sometimes misunderstood.
PR is often reduced to stereotypes such as “spin” or behind-the-scenes lobbying. These narratives overlook the reality of modern communications practice, where professionals operate at the intersection of strategy, ethics, reputation, and public trust.
PR and communications practitioners advise leaders, translate complex issues into clear and accessible language, manage crises, build relationships with stakeholders, and help organisations listen and respond to communities. Much of this work happens behind the scenes, which means its value is not always immediately visible.
Advocating for the profession means helping others understand the strategic role communications plays in building trust and maintaining reputation.
Responding to misinformation and disinformation
Advocacy is also increasingly important in today’s information environment.
Misinformation and disinformation are significant challenges, with false or misleading narratives able to spread quickly and undermine public trust. Ethical communicators have an important role to play in helping organisations communicate accurately, transparently, and responsibly.
PRINZ members highlighted the importance of this work in the most recent member survey. Strengthening the reputation of the PR sector was prioritised by 83% of members, while 74% identified misinformation and disinformation as a key issue.
These priorities are closely connected. Strengthening the profession’s reputation means demonstrating the role PR practitioners play in supporting informed public conversations and responsible communication.
What advocacy looks like for PRINZ
Advocacy for PRINZ means representing the profession on issues that affect how communications practitioners work, how they are perceived, and the ethical standards that guide the industry.
This may include making submissions on legislation, contributing to public conversations about communications practice, promoting the PRINZ Code of Ethics, and helping stakeholders, including employers, policymakers and the public, better understand the role of professional communicators.
To guide this work, PRINZ established the Advocacy Leadership Group (ALG). The ALG brings together experienced practitioners who provide strategic advice on advocacy priorities and emerging issues affecting the profession.
Working alongside the PRINZ Executive Committee, the group helps identify opportunities where the profession’s voice can add value and where constructive engagement can make a positive difference.
PRINZ is currently seeking an additional member for the Advocacy Leadership Group. For practitioners interested in contributing to conversations that shape the future and reputation of the profession, it’s an opportunity to help strengthen the voice of communications in Aotearoa New Zealand. To express your interest, please get in touch with us at office@prinz.org.nz
