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During all of my years in the PR profession, the most common question that senior-level PR executives ask is, “How can I explain to my boss the value of what my team does for the organization? We are convinced that our work is valuable, but we have a problem demonstrating that in a convincing way.”
People are concerned because they want to move beyond the historical gold standard of evaluation: counting clips and calculating ad equivalency.
There is not a single method that covers the full spectrum. That’s because there are few professions that are intimately involved with stakeholders in all aspects of an organization — from employee engagement to government and investor relations, marketing to corporate social responsibility, and crisis preparedness to management.
This multitasking role has made it difficult for many practitioners to quantify the value of their contributions by using a single measurement formula.
But people who are engaged in public relations for the entire organization rather than only one division can link their work to the increase or decline in the organization’s brand value.
I encourage PR professionals to start thinking of themselves as corporate brand managers rather than simply as communicators.
So, what will it take to make this leap? Here is my list of recommended actions.
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