Everyone wants to feel like that they job they do has value. If you do not feel valued at your job then you are going to feel like the work you do is unappreciated and become discouraged. However, what is the definition of value?
According to Mark Weiner, CEO of Prime Research, proving the value of public relations remains one of the most difficult tasks because the word “value” is so subjective.
In his blog post, Proving the Value of Public Relations, Mark discusses three main ways that PR practitioners choose to measure their value.
Some PR practitioners use objectives and other measurable goals for clients to measure their success based on how well they achieved what they set out to do.
Second, Mark states that some believe there is only one best way to measure the value of PR, which is through strictly numerical means by seeing an increase in sales or the amount of media clippings.
Finally, according to Mark there are those who embody the relationship builder, through listening to our clients and understanding what they want we can better serve their needs. Instead, sometimes we get too caught up with reaching specific goal or number of media clippings that we forget why we are doing the work we are doing in the first place, for our client.
According to Mark, “Ideally, PR professional and client align themselves around and through a value-system which is meaningful, measurable and reasonable, and which satisfies our professional standards for what public relations is and what it is not…without risk and without rancor.”
It is clearly important to have a measurable sense of value in any profession, but I think that measuring value in PR is more complex than in other fields. If you just measure the number of media clippings or an increase in sales, then how are you supposed to know if you have been successful in building any new relationships?
I personally think that each campaign and client is unique and that there is no set way to measure the value of PR, because PR has a different value in each campaign.
What do you think the value of PR is? In your opinion what is the best way to measure the value of PR? Should there be an overall standard of how to measure the value?