How PR Teams Successfully Meet the Challenge of Demonstrating Their Value by Vocus PR
In an age of increased accountability, competition and a drive for every department within an organisation to prove its value, PR professionals are faced with justifying their existence.
Businesses analyse every line item, every function and every individual in terms of their contribution to the bottom line.
In the past, PR teams got by with passing out clip books of coverage, or simply tallying the number of stories per month or quarter.
But now, they have to provide hard numbers to show their activities, their results and how those results tie to increased revenue. This pressure adds a whole new dimension to the PR professional’s job.
Not only must they manage their daily responsibilities, but they must keep track of every move and every result, which ironically can take time away from the strategic activities that actually drive results.
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