One of the real issues PR Directors and PR Managers face internally is the sometimes skittish attitude towards PR at the CEO level or by their colleagues – particularly those in marketing. PR can either be viewed with disdain making it a hard slog to get enough traction to show what PR can do; or conversely PR is seen as a ‘wonder cure’ or cheap substitute and all kinds of unrealistic expectations are foisted on it. Neither is particulary helpful – or rational.
Those of you in ‘PR land’ who relate to this situation might therefore get some comfort – and help – from a major initiative just launched by the Public Relations Society of America (PRSA) called the “Business Case for Public Relations”. It an ambitious and unashamably and typically American ‘pushy’ advocacy campaign launched by PRSA in the last day or so which is aimed to flow through to their PRSA International Conference: Delivering Value in San Diego from Nov 7-10 and beyond.
Some of the aims of the campaign quoted by PRSA include
- to foster more accurate and better-informed perceptions surrounding the value and roles of public relations,
- to educate key stakeholders about public relations’ functions and outcomes, demonstrate its strategic value and enhance its reputation
- (help) sell-in public relations services to your clients and management
We’ve all heard these words and claims before. However on this occasion the PRSA has put together a wide array of resources in the way of articles, papers, speeches and case studies. Included in the package are suggested “message points” to use to sell your management and colleagues on the role PR can play within the business environment.
It’s all good stuff, and it would be even better if one was going to the San Diego Conference to get involved in all the sessions around this theme.
If you struggle to get the strategic value of PR understood, you need some fresh insights into measurement and evaluation techniques or you just need some different perspectives it’s worth taking a peek at the PRSA website and looking at the ton of resources that’s been put together. Regrettably a proportion of what’s there can’t be accessed unless you are a PRSA member (I’m fortunate having been a member of over 25 years); but I am sure you will find some nuggets of gold in what can be accessed.
I’m hoping for much more to come out of the San Diego conference which I’ll be logged into through my PRSA membership. If there’s anything of interest I’ll do some posts.
Grant Common
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{ 1 comment… read it below or add one }
I do appreciate your wealth of experience on PR functions which you freely share with the PR community world wide.I got in contact with your teachings on Media Relations,Media Interviews hints etc,I found them most rewarding.I ‘ve suscribed to alerts on PR influences.Thanks.
Samuel.