More so than ever before, the perception and comprehension of public relations are suffering. At the same time, public relations is more vital than ever before, given the explosion of consumer engagement through new and social media, the collapse of reputation and trust in major institutions, and the evolving needs and concerns of corporate CEOs. To foster more accurate and better-informed internal and external perceptions of public relations’ roles, outcomes and value, PRSA is spearheading “The Business Case for Public Relations™,” an industry advocacy campaign aimed at changing attitudes and driving industry acceptance and growth.
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“Proving the value of public relations” continues to be one of the profession’s greatest and most wide-spread challenges because the definition of “value” is purely subjective: What holds value for one may be different from what holds value for another. But what makes the process even more difficult is that values change not just from organization to organization but from person to person within the same organization.
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