Survey Reveals PR’s Evolving Role

It is amazing to me how time flies and how things that I used to think were cool and modern are now considered old-fashioned.  My favorite movies are now considered old, my favorite music… (is Journey really considered Oldies?) and the technology of my time is ancient history. At times it seems that I just can’t keep up.  When Wallop! researchers took a close look at our survey findings, we discovered a similar truth for the PR industry:  Times are a changing!  Let me briefly highlight 5 key survey findings that will help your PR staff keep up with the times in this ever-changing business culture we are in.

Key Finding #1:  Pressure Is High to Prove the Value of PR

Yesterday’s PR lived in a thriving economy where budgetary accountability was not as vital as it is now.  With the economic down-turn still fresh in our minds, PR is finding the need to prove their worth with more sophisticated data by using measurement.

6 Out of 10 PR Pros Say Their Executives Want Measurement

Key Finding #2:  Tangible Results and Data are Required

Another newer trend in PR is the expectation of detailed quarterly reports that include media analysis and corresponding PR recommendations.  More and more executives want sophisticated reports and strategic counsel from their PR pros.

1 out of 3 PR Pros are Required to Produce Detailed Quarterly Reports

That Include Media Analysis With Corresponding PR Recommendations”

Key Finding #3:  Measurement Expectations Influence PR Partnerships

When it comes to hiring a PR agency, these days business leaders are looking for a partner that practices good PR measurement.

9 Out of 10 Corporate PR Communicators Prefer to Hire an Agency That Offers Measurement.”

Key Finding #4:  Sincere Measurement and Analysis is Valued Over Simple Monitoring

The monthly coverage highlights reports that used to be the main focus of PR are now less valued over an analysis and opportunity report.

“When Asked Which Type of Monthly Report is More Valuable to Their PR Team,

77% of Survey Participants Chose an Analysis and Opportunities Report”

Key Finding #5:  PR Has Opportunities To Prove Value By Participating in Business Leadership

A big change from yesteryear is the need for PR to actively participate in the boardroom and offer business leadership.

“Nearly 75% of Survey Participants Said…Executives Scan Reports But Rely Heavily on PR For Detailed Information and Strategy Recommendations”

The days are gone when PR simply compiled coverage data for clip books and called it good.  Now PR is more sophisticated and is bringing more value to the table than ever before!  PR is definitely proving itself as a vital part of the business model.  It is good to have fond memories of the way things used to be, but let’s embrace the here and now.  Look how far we have come!

 

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