Following the release of the Delphi study into PR practice, for what's it's worth, I still believe that research and the ability to prove PR's worth to employers/clients are the most important things.
• Without research you won't know where you've been, how you're going to find a better route and what you're trying to achieve.
• Without proving the profession's worth we will never get that "seat at the head table" we're so fond of saying we should have.
To achieve the latter you need measurable objectives – something not included in many PR plans. If you can't measure success or failure, you can never know your true value.
More PR at http://www.prlab.com.au
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