The Challenge of Proving the Value of Public Relations Today

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From MarketProfs:

Public relations is sometimes referred to as the "persuasion business," and that nickname says it all. PR campaigns are largely about convincing an audience that something (such as an event, a person, a company, or a transaction) is important and supporting that claim with clear reasons.

However, it may be time for the PR industry to start campaigning on its own behalf. Global industry growth slowed to 5% in 2015 marking a significant downshift from its double-digit growth just two years prior. Meanwhile, spending on PR information and software is going up, reaching $2.9B in 2015—a 5.5% increase over 2014.

The diverging dynamics show that in 2016 and beyond, PR needs to be a business of technologically powered proof—not just persuasion.

For the PR industry to grow and thrive, it needs to prove its direct value in the most tangible ways possible.

Amid the ever-evolving digital media landscape, the following best-practices will be integral to proving the value of PR efforts delivered by agencies, firms, and in-house departments of all sizes.

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