It’s an age-old question for PR pros, but one that has gotten more urgent in modern times: What is the value of PR for an organization?
In Muck Rack’s 2019 State of PR survey, 72% of respondents said measurement remains a top challenge. In short, PR pros are having a hard time showing their value.
PR pros say the best way for them to prove their value internally is to offer media coverage (73%) or measurable results (68%). However, just offering data and press clippings isn’t enough for many in the PR industry. According to the Barcelona Principles, PR pros should measure the outcomes they achieve, not the inputs or assorted tasks they complete.
In the modern media landscape, with all the business challenges today’s companies face, what are the purpose and worth of a PR pro?
The case for earned media
Many PR pros still believe in the value of earned media, despite newsroom attrition and consumers’ changing media diets.