North America

USA - New York

New York
New York
275 Seventh Ave, Suite 706
New York, NY 10001
P: +1.646.722.3041
newyork@prime-research.com

USA - Detroit/ Ann Arbor

Ann Arbor / Detroit
Ann Arbor/ Detroit
309 Maynard Street
Ann Arbor, MI 48104
+1 734 913 0348
annarbor@prime-research.com

Europe

Germany

Frankfurt / Mainz
Kaiserstrasse 22-24
55116 Mainz
+49 6131 2180 0
mainz@prime-research.com

United Kingdom

Oxford
58 St. Aldates
Oxford, OX1 1ST
+44 1865 324 911
oxford@prime-research.com

Switzerland

Zurich
Badenerstraße 549
8048 Zurich
+41 43 210 97 46
zurich@prime-research.com

South America

Brazil

Sao Paulo
Av. Roque Petroni Júnior, 1089
São Paulo, SP Brasil – 04707-900
+55 11 3033 5858
saopaulo@prime-research.com

Asia Pacific

China

Shanghai
Rm.306, Bldg. 2
Lujiazui Software Park No. 100, Lane 91, E'shan Rd. Pudong Shanghai 200127, China
+86 21 6859 2099
shanghai@prime-research.com

India

Office no. 3, 14th floor German Center
Building No. 9B -DLF Cyber City
Phase-III Gurgaon - INDIA
+91 124 463 6045
newdelhi@prime-research.com

Overcoming the Odds

Overcoming Conventional Wisdom: Public Relations Must Demonstrate Value by Generating Value

Posted On February 09, 2017

By Mark Weiner, Chief Executive Officer, PRIME Research

As the reputation of public relations within corporations continues to grow, we face an increased need to generate a positive return on investment as well as a satisfactory return on expectation. Unlike our everyday challenges with journalists, analysts and opinion-leaders, these challenges originate with our internal clients. Top executives keep public relations budgets low while maintaining high expectations. In this way, public relations falls victim to the conventional business wisdom that PR hasn’t earned more resources because it cannot be measured.

New Challenges for Marketing and Public Relations

While the stigma has improved over time thanks to the good works of the Institute for Public Relations, AMEC and their members, every professional shares the need for PR to overcome conventional business wisdom. We must dispel tired notions that we function as a communications deli counter: a pound of media; a quarter pound of social and a press release on the side. By fulfilling their wishes without helping to evolve their thinking, we limit PR’s capacity to achieve meaningful business results.

Despite these assumptions, public relations is capable of some very heavy lifting. Whether raising awareness as a desirable place to work to aid in recruiting; promoting the company on Wall Street as a worthwhile investment, or creating marketing momentum to accelerate the sale of goods and services, PR continually proves its worth.

On the one hand, PR generally costs less than advertising so we may never have an equal budget simply because it’s unnecessary. Still, to deliver consistent and effective public relations results, PR programs must be properly funded.

So, why is PR still relatively underfunded within the marketing and communications mix?

There are three reasons: unwillingness among practitioners to effectively measure PR efforts to prove value and ROI; inability to scale with increased spending (even if your media relations budget increased by 1000%, how many stories can the media reasonably expect to cover on your brand), and most importantly conventional business wisdom.

To help business and public relations evolve, we must demonstrate value by generating value. We must quantify our work by using data to prove PR’s ROI. We must provide proof of performance, whether requested or not. Making the case is not necessarily expensive or complicated but it requires determination and effort. Those who make the case are rewarded. Tracking your business landscape, setting measurable objectives, developing intelligent strategy and risk-averse tactics and tracking performance over time, versus competitors and in light of best practice begins through a simple commitment. Dedication to proving value and improving ROI helps to ensure positive results when challenging conventional business wisdom.

About the Author

About the Author: Mark Weiner is the Chief Executive Officer of PRIME Research, an international research-based communications consultancy helping many of the world’s most admired companies and brands to improve their PR-ROI.

Share on FacebookShare on Google+Tweet about this on TwitterShare on LinkedInEmail this to someone
Share this to social

You may also be interested in

PRIME Research PR-ROI Quarterly

1. Greetings! Welcome to the third edition of the PRIME Research PR-ROI Quarterly, a digest for communications professionals interested in proving and improving the value of corporate and brand reputation. In each issue, we offer thought leadership, news, and guidance to help you achieve your communications objectives. In this edition, we begin with a brief video perspective from PRIME CEO Mark Weiner, who shares his thoughts on one of PR’s most vexing challenges: connecting public relations activity with business performance. You’ll also have the opportunity to read about engagement and high-volume media analysis, and to view a best-practice case study. We welcome your input! If you’d like to contribute, or to learn more about any topic below, feel free to contact us. 2. Insights: ...

Learn more

Engagement, Engagement, Engagement

by Nadin Vernon, PRIME Research Today’s consumers are spoilt for choice. Whether you consume a lot or a little, are looking for a product, a service or an experience, not only is there a plethora of choices out there, most options are handily accompanied by reviews and ratings. However, this doesn’t necessarily make our decision process as consumers any easier. Those of us who consume less tend to be even pickier about our choices. How do we, as modern savvy consumers - more informed and empowered than ever - decide what and who to invest our precious time in? Engagement is not a new term, nor is the notion of it representing today’s currency. However, marketers are increasingly struggling to find ways to engage their customers. Not once or twice, but on a continuous basis. I recently ...

Learn more

Public Relations: The Corporate Sword and Shield

People now have unprecedented levels of access to information that is readily obtainable anytime anywhere. This profusion of information – some of which is true and some not so true -- presents an increased need to process, understand and act upon the opinion-shaping material which influences stakeholders, the marketplace and society in general. With the need for constant vigilance, Public Relations serves most organizations as its sword and shield, monitoring emerging issues to help address threats and to pursue opportunities. This proactive communication process represents PR’s unique ability to quickly frame issues through context, dialogue and action, often supplementing through real-time traditional and social media analysis the intelligence gleaned more slowly through surveys and ...

Learn more