I think three things need to happen within PR to increase our value as practitioners, ROI, dependability, etc. Agree or Disagree?
Senior leadership in PR needs to train, mentor and advise newer PR practitioners on how to properly evaluate and measure PR effectiveness. CEOs need to know what they are paying for and what they get in return.
Ongoing campaigns are most neglected and need to have built in measurement. Yes you have been doing the quarterly newsletter for 100 years, but who is tracking responses, etc. All campaigns need measurement, not just the cool new ones or the ones that are easy to measure.
In my experience senior management does not see the value of allocating dollars to PR – especially in a down economy. PR pros must educate up in order for non-PR management to see the value. This is even more important in small, medium or less sophisticated companies. Yes, if you have a bunch of Wharton MBAs sitting around the table, they get the value of PR. Joe Company Owner, who has annual sales of 22 million, but is still deathly afraid of social networking, needs an education on the value of PR.
Would love to hear comments.