Survey: Measurement, storytelling cited as top weaknesses

From PR pros to internal communicators, tracking one’s impact is a top concern. Most also struggle to make boring stories interesting.

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Comms struggle with measurement and storytelling

A wide range of communicators—from public relations pros to human resources specialists—perceive measurement as their major Achilles’ heel.

A Ragan survey of 576 communication professionals reveals that most place measurement at or near the top of their weaknesses.

The survey of Ragan Communications readers asked, “Which of these are your top three weaknesses?” offering options such as pitching journalists, using video and improving one’s corporate culture.

A majority of internal communicators, PR professionals, social media specialists and human resources communicators placed “Measuring the impact of your role” at the top.

By contrast, speechwriters and media relations professionals listed “telling interesting stories about boring topics” as their top concern.

Yet when asked if they would be willing to request funds “to help educate away your weakness(es),” a significant minority of communicators of all stripes said, “No.”

Internal communicators were least willing to overturn the cushions on the corporate couch and dig for spare change for educational purposes.

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