What is PR’s unique value for today’s company?

With all the changes in the last decade—from the rapid rise of social media to the slow demise of local newspapers—how can PR pros make their case for bigger budgets?

Ragan Insider Premium Content
How to prove you belong

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.

As we previously reported on PR Daily:

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.

To read the full story, log in.
Become a Ragan Insider member to read this article and all other archived content.
Sign up today

Already a member? Log in here.
Learn more about Ragan Insider.