09 May 2008

What's important in PR: part 2

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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The PR Lab is a consultancy, specialising on research, reputation management, social media, media relations and the development of measurable strategies that produce results. It is run by Dr Greg Smith, a former journalist and PR professional. Greg worked on daily newspapers in Sydney, Brisbane and Perth. He held senior PR positions in the Australian Defence Force, Sydney Olympics and national not-for-profits. He has also lectured in PR at Edith Cowan University and the University of Notre Dame Australia.