There's a lot of change happening in the PR industry. Those changes are forcing agencies and brand-side marcom teams to adapt or slowly lose their place in the marketing stack.
That evolution is causing disruption.
Though PR has largely been thought of as a media relations engine, today's successful PR pro must adapt to a wide range of new responsibilities. More often, PR is taking over all owned content, social media, and data analysis on PR outcomes. And in many cases, PR is expected to do all that with the same resources and budget.
Therein lies the problem. PR agencies rightfully want a bigger piece of the budget for all that extra responsibility. But CMOs are hesitant to spend any more money on a field they feel lacks proper measurement. PR teams expect budget growth to slowly over the next five years, according to the 2016 Global Communications Report, produced by the Holmes Report. That is because of lack of PR measurement that ties back to business impact.
All that change means PR organizations need to change the way they build their teams, and more importantly, how they structure their measurement models. And making changes requires investments in new PR measurement tools and performance skills.
Here are some things that can help you prove your PR services are worth more than what is currently invested.
Intelligent measurement is built on a foundation that often goes ignored: benchmarks.