What's really important in PR

A study released this week outlines the 10 most important things that PR (educators) should be focusing on.

Compiled by Tom Watson, of Bournemouth University, the study appeared in Corporate Communications: An International Journal.

While there were only 31 respondents, from an original 44 who were approached, the study used the Delphi method, which is "characterised by a structured process of questionnaires or rounds of discussion until a group consensus is reached" (Beretta, 1996; Green et al., 1999), sort of process of elimination. Not rigidly academic, but nevertheless has been used in various professional.

So, according the the "experts", the 10 things we should be considering are:

1. Public relations' contribution to strategic decision-making, strategy development and realisation, and efficient operation of organisations.

2. The value that public relations creates for organisations through building social capital and managing key relationships.

3. The measurement and evaluation of public relations both offline and online.

4. Public relations as a fundamental management function.

5. Professional skills in public relations; analysis of the industry's need for education.

6. Research into standards of performance among PR professionals; the licensing of practitioners.

7. Management of corporate reputation; management of reputation.

8. Ethics.

9. ) Integration of public relations with other communication functions; the scope of public relations practice; discipline boundaries.

10. Management of relationships.

Then came: Client/employer understanding of public relations, The impact of technology on public relations practice and theory, The role of public relations in community/social responsibility programmes, International issues in public relations.

More later. And more PR blogs at the PR Lab home site http://www.prlab.com.au